We can all discuss this at length, but when one is really honest to him/herself…
Yearly I donate $5000 to the Tanzanian Wildlife Services to protect and conserve the wildlife in the Serengeti. Every year, around the 20th of December, I seek out a homeless person and provide him/her with a shower, a shave, new clothes, a meal, a listening ear and $500 for the holiday season. Why I do this? 1. because I can and 2. probably to make myself feel better.
Yet when the homeless man/woman or the endangered elephant have to be sacrificed for my $150 million Safex gain, I will be in front of the line and probably shoot the elephant myself, after I encouraged it to kill the homeless person.
In other words: when investing, all my moral standards exist only when the financial potential is still a hypotheses. When the hypotheses becomes real, my moral standards will definitely not be a hurdle to me. “Sorry the gun purchased on the Safex marketplace killed your kid, but be honest… me choosing between a circular pool or kidney shaped pool is much more important right now”!