Sometimes the distinction is even more insidious. I did work on perpetual flight for drones, and Facebook had a perpetual flight project that had the goal of bringing internet access to remote locations in Africa. Sounds humanitarian, but I also didn't want to be responsible for subjecting poor Africans to what I consider Facebook's panopticon. Or maybe it would have been a net boon for the region? It's really hard to tell a priori, so the best I have managed for myself is just to try and stay in theory, where developments are further removed from direct consequence.