[masaegu]

It is just too heavy a word that has to do with one's moral values including those regarding sex and, as RadioKid stated, the word is much more frequently used to describe a person's lack of those values than the abundance of them. Accordingly, the vast majority of Japanese-speakers would tend to associate the word with someone's lack of "sessou" despite the original positive meaning of the word.

A "lack of 'sessou'" can mean:
abandonment of principles
unscrupulousness
whore-like
illegit

Need I go on? Like I said, these are the opposite of what "sessou" originally means but they would unfortunately be what we picture in our heads upon hearing the word.