This is where the free market system falls apart. It has no opinion on ethics, only profits. Companies are put together to produce, market and sell surveillance tech to schools, corporates, communities, the police and even nation states.

Individual ethics are meaningless beyond signalling against a system. Individual components may have ethical concerns but the system is incentivized to grow and it has.

Imagine walking into a group of sales or engineering folks celebrating a new deal or release at a restaurant and berating them on 'surveillance and ethics'. That shows you the dissonance of your expectation and the disconnect of ethical concerns from businesses. And the impotence of individual ethics in a system.

The only thing that can counter this are explicit laws against this kind of damaging behavior and rule of law. Individuals are not allowed to do whatever gets them profit, they have to operate within ethical constraints, to advocate businesses not operate in an ethical context and to leave everything to markets is advocating lawlessness. And the system does respond in some cases like in drones, 3d printing of guns. Those are not free for all. Surveillance is a failure of regulation.