Culture. Humans have pretty stable moral intuitions about the basics - fairness, reciprocity, value of life; AFAIK they're consistent throughout time and space as far as history goes[0], and form a common base from which more complex morality stems.
In short: "theft is bad" is something people are born with[1]; "pirating media is bad" isn't; the former will be universal wherever you go, the latter depends strongly on who you ask[2]; the former is constant throughout history, the latter can change within months or years.
On a more general point, human society is the poster child of "the whole is more than the sum of its parts" - there's a lot of ideas and institutions in our lives that are purely abstract, and exist only in the shared, social sphere. Things like money, rule of law, countries or corporations - they exist as long as people expect them to exist, but ultimately they can disappear overnight - unlike the more fundamental concepts like self-preservation or reciprocity, which are anchored in our selves.
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[0] - If it weren't, we would have much more trouble understanding or relating to the past; the saying is that the past is a foreign country, not that it's an alien species!
[1] - Or at least it's as close to innate as we can get.
[2] - And, of course, the progress of science and technologies that made this question meaningful in the first place.