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## Integrity is not about contracts or legislation
Ethics, personal integrity, and group integrity are tangled together, but
-modern Western conceptions of group integrity tend to revolve around "does
-this group break the law or engender lawsuits," not "does this group act in
-the best interests of people outside of it."
+modern Western conceptions of group integrity tend to revolve around “does
+this group break the law or engender lawsuits,” not “does this group act in
+the best interests of people outside of it.”
## Assumptions
-I've embedded some of my personal morality into the "ethics" articles in this
+I've embedded some of my personal morality into the “ethics” articles in this
section, in the absence of a published moral code. Those, obviously, aren't
absolute, but you can reason about their validity if you assume that I
-believe the "end user's" privacy and active consent take priority over the
+believe the “end user's” privacy and active consent take priority over the
technical cleverness or business value of a software system.
### Consent and social software
-This has some complicated downstream effects: "active consent" means
+This has some complicated downstream effects: “active consent” means
something you can't handwave away by putting implied consent (for example, to
future changes) in an EULA or privacy statement. I haven't written much that
calls out this pattern because it's _pervasive_.
-The "end user is the real product" business model most social networks
+The “end user is the real product” business model most social networks
operate on is fundamentally unethical under this code. It will always be more
-valuable to the "real customers" (advertisers, analytics platforms, law
+valuable to the “real customers” (advertisers, analytics platforms, law
enforcement, and intelligence agencies) for users to be opted into new
measurements by default, _assuming_ consent rather than obtaining it.