Josh Sawyer says,
we don't really think about things in terms of good or evil choices, but in terms of choices that a relatively sane/rational person would make with an understandable motive. sometimes it makes sense to allow players to be cruel, but it has to work in the context of what's going on. the game and its story aren't about being good or evil but deciding what values (and people, and groups) are most important to you -- and what you're willing to sacrifice to defend them.
I've been thinking about the above statement and you know what it really reminds me of? One of the best written dramas in the PE universe. That of Walril Blanc. Some called him a magician but he was really just a cook. He was known for creating svef and maintaining a relationship with the most feared and seedy elves in the region, known as Gusvaer Frieyngdir.
Anyway, the drama is about Walril, along with his companion Jesgkki, trying his best to provide for his family to the best of his capabilities. He isn't a bad man, and while the story is about selling svef, you can't help bad for him. The drama was a huge success throughout the realms.
If the quality of writing for PE is meant to be at the same quality as that of the drama of Walril, then I'm sure this game will be a smashing success.