There's much more to moral conflicts than a simple good vs. evil, that's for sure.
The thing I find missing in some of what I read is an understanding of what drives evil, and what defines good, apart from resisting the forces of destruction or chaos.
If I may wander into religion for an example (I feel that the myths and legends associated with most religions are perhaps among the most compelling stories we have), the devil in the major monotheist religions, Satan, has a clearly defined motivation for his stance. Overwheening ambition, being cast out of heaven - the resulting thirst for vengeance...there's a very convincing evil force!
Coming to more historical examples, it's interesting to look at people who have been called evil and trace their motivation. Hitler was, apparently, driven by a deep sense of patriotism and a desire to raise his country up from the beaten state it was in. Stalin knew that the fledgling USSR did not have the sort of big guns to easily resist its enemies, so he imposed a stern internal discipline, focussing all energies on the war and brutally dealing with all dissent. On their own these seem like reasonable enough motivations - its the way that they are carried out that defines what may call good or evil.
Evil is rarely an inbuilt stance - it is usually a series of decisions. It's interesting to explore why those decisions were made the way they were, in fiction or in a study of history.
Now good is again rather hard to define. Looking at the past half century I see several wars in our recent past that were aimed at enemies who were definitely not benevolent, good people - but on the other hand, I would be hard pressed to label these wars or the people who masterminded them, as necessarily forces of 'good'.
Good and evil are not carved in stone either - LE Modessit Jr. actually played this idea out in his Recluce series, where his adversaries are forces of Order and Chaos. The 'villains' are not necessarily from one side or the other, but forces within each group who take either Order or Chaos to extremes. Ultimately, the 'heroes' are those who strive to balance the two.
So I'd say that while it's true that writing fiction is essentially an act of pure creation, being aware of the sort of things I've just talked about, and thinking about them, can actually help you work out more ideas for your stories.
Of course, everything I've just said applies to world-building itself. The more you learn about different cultures, about the history of civilization, the more you learn about cosmology and planetology (on the sf side), the more vivid and well-realised your imaginary worlds will be.
I'm certainly not suggesting that it's just about researching and then playing around with strictly extrapolated variables - but more knowledge can only provide more fuel for imagination.
Foo - that was long.