Morality is in short supply in the zombie apocalypse.
Just like, food, energy, etc.
I don't think viewers identified with Rick because of morality.
Or at least he struggled with it before concluding he'd rather kill than be killed.
He at least has a soft side, the way he deals with his children, the way he tried to be patient with Jesse's kids, even though in the end it got her killed and Carl lost an eye.
Every one of Negan's crew has been arrogant and nasty. If they did what Morgan suggested, to talk to them first, Negan would have killed first, asked questions later. BTW, if Morgan isn't helping defend Alexandria, what the hell is he doing there? How is he earning his keep?
If they didn't get the tactical jump with the preemptive attack, they would probably lose.