And the construct "you owe it to <person> to <verb>" still exists even today but is not nearly as popular as "you should <verb>" precisely because it has to state to whom exactly your owe the duty; with "should" it sounds like an impersonal, quasi-objective statement of fact which suits the manipulative uses much better.
“You should” has a much more generic and less persuasive sentiment. “Why should I?” is a common and easy response which now leaves the suggester having to defend their suggestion to a skeptical audience.
The only place today I see "shall" used correctly where most would say "should" or "will," is in legal documents and signage.
> used to indicate duty or correctness
A duty to others is something you owe them; think, a duty of care and its lack, which is negligence.