Why did George W Bush overwhelming win the "moral values" category
The phrase "moral values" has become a code phrase for conservative Christian values, even though conservative Christians do not have a monopoly on moral values. Many liberal ideas (such as racial and gender equality, providing for the poor, free speech, pacifism, etc.) could be seen as moral values.
I think a better label would be "legally imposed interpersonal ethics"...but that is a mouth full, isn't it? A more accurate term could be "Ethics Standardization".