according to elfin ethics all virtue is in an 'if'. The note of the fairy utterance always is, 'You may live in a palace of gold and sapphire, if you do not say the word "cow"'; or 'You may live happily with the King's daughter, if you do not show her an onion.' The vision always hangs upon a veto. All the dizzy and colossal things conceded depend upon one small thing withheld. All the wild and whirling things that are let loose depend upon one thing that is forbidden.
In GOT, however, this rule doesn't apply: people who do break oaths (like Robb Stark) get killed in a horrible way, but people who are honorable, try to do the right thing and don't break oaths (like Eddard Stark) also get killed in a horrible way. In this, Martin differs from other fantasy writers, like H.P. Lovecraft or J.R.R. Tolkien. We can expect something like the massacre of the Starks at the Red Wedding to occur on a biweekly basis. So, Brereton concludes
Westeros just doesn't work. Unlike Tolkien, Lovecraft and Peake, it is not a consistent creation. Where does the good exist?...In Martin's broken world, good only resides in individual acts, only as long they don't get you killed, which more often than not they do.
The intuition that fantasy works should have some moral compass, or indeed, that fantasy universes should ultimately be just worlds, is compelling. Indeed, as Mitch Hodge argues in this draft paper, we even have a strong intuition that the world, au fond, is a morally just place. People intuitively regard the world as a just place: the good prosper, the wicked suffer.