Exactly. I read @hamilyon2's comment that majority would not pick the ethical choice, my point was that even if "ethical consumption" becomes widespread enough

Exactly. I read @hamilyon2's comment that majority would not pick the ethical choice, my point was that even if "ethical consumption" becomes widespread enough, it would eventually get abused and end up not much more ethical in the end. Just like organic-labeled products which are not always more organic than non-organic ones.