What’s interesting is that new technologies create whole new areas of ethics that may never have been considered before. And if there’s no consensus about whether something is ethical (say, tracking a person’s personal data online in order to advertise to them more effectively), can you even argue that an organization that does it is doing something wrong? What is the underlying code? Is there one? Conversely, do ethical standards have to emerge (or be decided on) in response to new/changing situations?