Mostly personality I think. Individuality, opinions, purpose, things like that. Morality, except they have a kind of ankle-deep phony morality beaten into them but it's not like they're idealists with visions they strive toward. (Heading out right now to buy a CD player, so AFK for a bit, excuse me.)

Edit to add: I did buy my modern version of a CD player. It has no tone controls. I just have to accept whatever sound profile the manufacturer thought was normal and proper for everybody, which involves lots of bass and not enough middle. Nevertheless, albums! It's a way of life.