Morally and Ethically Accepted Profits The basic idea of Capitalism is to earn a fair profit based on both investment and time and effort of work. The problem is that what seems "fair" to the CEO of, say, a tobacco company, is not considered fair by those who are suffering from lung cancer as a result of years of buying tobacco products. Ethics is supposed to indicate doing the right thing. In business that means, getting a decent return from the product you make or the service you render. The more popular your product or service, chances are the greater the profit. However, what some of today's businessmen fail to consider is the end result of their products. Tobacco can kill. So do guns. So, for that matter,. Does alcohol. It would be moral