The end game here is developing a mind reading device. The endeavor device is ethically questionable because such a device would have a lot of ethically wrong/questionable applications.
They're not saying "X is bad because X is bad", which would be begging the question.
They're saying X is bad because it leads to Y, and Y is bad. Y being bad is supposed to be common knowledge, so they didn't go into detail.
Everybody remembers what happen when online dna hit mainstream.
Think good, happy thoughts. Happiness is mandatory. Being unhappy is treason. Treason is punishable by death.
Have a happy daycycle, citizen!
I find it extremely silly when people argue a technology is value neutral and humans are the problem so we shouldn't "judge" or critique the tech. Who do they think is going to use the technology?