In other words, this is an example of the pernicious spread of a purely financial-utility-maximizing perspective on decision making within the startup culture which deliberately ignores the necessity of making sure that all of our actions stay within desirable moral parameters. The observation that a smaller percentage of women than men in the current cultural context feel motivated to create and work in startups should not be a justification for ignoring the issue; it is a justification for interrogating our sociocultural organization, and a motivation for directing energy and resources towards making startups a positive force for changing prevailing cultural patterns. Entrepreneurship is about creating value and the reductionist idea that only financial value matters must always be fought vigorously.