> Why do people expect ethics and morals from startups? I think this depends on what you mean by 'expect'. If we believe that they will act morally at the expe

> Why do people expect ethics and morals from startups? I think this depends on what you mean by 'expect'. If we believe that they will act morally at the expense of their own interests, that is probably naive in most cases. But if we 'expect' them to act morally in the sense that we hold them to a certain ethical standard, and get upset if they don't live up to it, then the expectation can to some extent be self-fulfilling: if bad behaviour will hurt their reputation, they have to take that into account when making a decision, and in some cases that will cause the right thing and the self-interested thing to converge.