They have done it, and the west (over half the US states, the UK and Australia at a bare minimum) have entirely ceded any moral high ground regarding it.
Western countries had no morality before just a facade of one. Now that they are loosing economic power they are also loosing the ability to control the narrative.
This is beyond vague. What do you even mean by morality? And how is it better for non-western entity to allegedly control the narrative, except also using it for its own benefit, which would be immoral by definition?