But then there's lot of value judgements that people repeat amongst themselves without studying them; like that a job where you take care of people must be more valuable than one where you take care of machines, because people are more valuable than machines. Disagreement is handled by emphatetic counter-claim, "would you like to be left untreated, dieing on the street?"
(Yet there can be ineffective treatment, or some person's involvement in the treatment outcome may be very small. It may be that some other job increases people's wellbeing more by reducing risks of accidents, etc.)
Then norms. What I thought of as norms is that "a decent person stays quiet in the bus." or "it's ok to be loud an obnoxious on friday night" or "employed person should be appreciated more than an unemployed one". Some of those might be true to some extent more often than not.. but they're still something far from something to be universally agreed upon. Yet many people would gladly accept such norms without giving them a second thought.
Face value: apparent value, intended value. Or that's what I intended it to mean