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isn't "ethical" one of those subjective terms though?

so... no-one can say their product/service is "ethical" without getting into a semantic argument about what "ethical" means

or... anyone can call their product/service "ethical" and it's up to the buyer to work out if their definition of that agrees

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That's my point. The value is in the discussion around what's considered ethical, not in the label.

What I would like is for services like this to provide, up-front, a more complete discussion of how they've arrived at their recommendations, and what criteria they consider.

that's reasonable, I guess... though I can see a point where they want to sell things, rather than engage in endless discussions about everyone's opinion of what "ethical" means ;)

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