Free software means that anybody can use it. Even people you don’t like, whether that is Amazon or the US military. You can add whatever restrictions you want to your own software, but it doesn’t seem “free” if it restricts what I can do with it.
I think this is the issue. They want to create these licenses that restrict people's use, whether be it "good" or "evil", of software and yet still brand them as "free software" licenses which couldn't be further from the truth. In the end , this only brews confusion and misunderstanding. My belief is that if you want to create an "ethical" license, whatever that might mean at a point in time, then do it and brand it as such but then don't come and try to pass it as "free" when clearly it's not. This way people who want to use free software (or license as such) and people who want to use "ethical" software will know where to look respectively.