There are values, and they come in morally relevant and morally irrelevant varieties. The value of the tastiness of my espresso seems to be morally irrelevant. Promoting such a value is not to do something moral. Otherwise, sipping my coffee in the morning constitutes a moral act. However, some moral theories do not allow for this natural line of reasoning.
Any theory that takes the maximization of value to be a moral imperative will deny that there are morally irrelevant values. For example, a hedonistic act utilitarian will take the only intrinsic value to be pleasure. Everything else is valuable insofar as it promotes pleasure. Since the only duty we have on this form of utilitarianism is to maximize pleasure, that means that sipping my coffee this morning constituted a moral act. It was morally good that I drank coffee instead of water this morning, because the coffee was more pleasurable. In fact, I had a duty to drink coffee instead of water, as long as I was in a position to know that the former would be more pleasurable.
The problem I have with such a view is that it moralizes everything. We act in relation to perceived value or disvalue. When I engage in an action, I do it because I have some reason to, and that reason is typically because the action or consequence is valuable in some way. The same goes for avoiding actions because of their disvalue. But if our one moral duty is to maximize value then all of our actions are moralized. Nearly every action we engage in can be criticized on moral grounds because it could have promoted more value than it did. Call this the tyranny of morality.
A moral theory is tyrannical when it moralizes everything. All of our actions ought to be in the service of the good, despite any of our plans, interests, or desires. So our actions are all morally relevant, because they are all related to value in some way. I take this to be the real source of the common objection to forms of consequentialism that require value maximization. Such theories are far too demanding, as the objection goes. But the reason they are too demanding isn’t usually articulated, besides attempts at eliciting intuitions about demandingness. The reason these theories are too demanding is because they are tyrannical. They moralize all of our actions, because we are the sorts of creatures who act for reasons, and reasons are intimately related to values.