If it is that a reader relates more to the cause of the protagonist/s character/s than to some ethical or moral compass, well, then I'm guilty as charged.

If they don't want me to identify with the protagonist, then they shouldn't write the book from that character's point of view.

And if the point of view character turns out to be a character I dislike, well, then I wouldn't rate the piece of writing as a good book.

I like the Aiel because they support the hero of the story, and they also happen to encapsulate a number of romantic characteristics. I dislike the Seanchan, because they represent a crappy Eastern type of social system which I do not identify with in the slightest.

It really is as simple as that.