Here's a short write up on Max for interested parties:
http://plato.stanford.edu/entries/scheler/
I started reading your link but have a bunch of work to do plus the language is difficult for me. But I got to this and thought to make some remarks about it:
"Valuing is an act of meaning giving or creation and is therefore an intentional act."
Perhaps the word intentional has a philosophical meaning, is a technical term of some kind, but to me it just means what it normally means, something you decide to do. In that sense, I would disagree. To me the value of things are a given that you do or do not see. They just are or they aren't. Of course, for a person interested in finding truth via thinking, I would think that the logic of an attitude or moral reverence for valuing things would make for a sound ethical position one might want to try more often to experience. In a great many religions, for example, it seems to me that the practice of gratitude is emphasized in such things as prayers of thanks. The thankful mind, I would think, would be more open to the other, less tightly wound around the ego.
"These acts are not committed by the intellect or reason, but are acts of the heart, i.e., emotional acts."
Makes sense for me.
"For Scheler, there are two basic emotional acts, the act of love and the act of hate. These two acts found all value-ception and consciousness (VII, 185). Love and hate are further characterized by Scheler as movements (GW VII, 191). In the act of love, the value of an object or person is deepened, revealing its highest or most profound significance. Hate, by contrast, is a movement of destruction, a movement wherein the value of an object or person is demeaned or degraded."
I don't know what his whole thinking is or if he considered the unconscious as part of his analysis, but I see love as the natural state of consciousness and hate the product the denial of feeling. Hate to me is a feeling we have when we experience unconscious fear all based on early negative conditioning. It is a defense, an armor of denial, an attempt to make others feel what we are feel but are afraid to admit into consciousness.
The reason that we differ in our ethical standards and areas of weakness is dependent on how deeply we were conditioned to hate ourselves, in what ways, and how we manage that and our guilt. I see it as a question of how badly our capacity to emphasize was damaged and in what ways.
Anyway, I find your link to be interesting. I think too that thought can be a way to put your ego in the middle of the highway to give it a better chance to be run over by the semi called grace.