While it might suck to be someone whose only value is "slightly less evil", being replaced would seem to come with the territory of making 'slight ethics improv

While it might suck to be someone whose only value is "slightly less evil", being replaced would seem to come with the territory of making 'slight ethics improvement' your major marketable feature. Either you remain on the forefront of ethics, continually re-capturing your market and basically creating an ever moving 'ethics' moat, or you are replaced and forgotten just as surely as a smartphone manufacturer who declines to update their models For the smartphone manufacturer, ethics isn't the key thing, features are. But for bee farming or egg farming or what have you, perhaps ethics are the key feature, the key differentiator in the market. Ultimately it would seem that an 'ethics arm race' powered by ethical consumers would be a good thing, even if there is some noise on the supply side about who precisely is producing the ethical outcomes