Who is the most moral man? First, he who obeys the law most frequently, who … is continually inventive in creating opportunities for obeying the law. Then, he who obeys it even in the most difficult cases. The most moral man is he who sacrifices the most to custom. … Self-overcoming is demanded, not on account of any useful consequences it may have for the individual, but so that hegemony of custom and tradition shall be made evident.

§ 9. - Daybreak — Thoughts on the Prejudices of Morality (1881)