The article is devoted to the "subjective method" and the role of value preferences, as underscored in Russian proto-sociology, developed by the populists in discussions with the "ethical Marxism," on the one hand, and with positivists, on the other. The main issue—how was the apologia of individual in these studies connected to the ideals of social development?—leads to the question, whether such ideals could be based on an inborn moral law or "universal good" in the spirit of empirical-positivist theories. Is the use of ethical categories in scientific knowledge admissible in principle, and if so, to what degree? How should the measure of subjectivity in historical or sociological studies be "regulated," and are there universally binding solutions to these problems?