I thought that was odd too. There is one instance of the word "ethical" in an otherwise technical article and it's hardly egregious compared to the marketing speech of nearly big tech company:

> We will continue to evolve as we understand better how this subset of the industry works. The success of our phone is critical, as it will provide us with the legitimacy and leverage we need to bend hardware suppliers to our way of thinking by showing them that we have the potential to be market leaders with ethical products that respect users.