9. We are responsible for our individual decisions and collectively for the field

• We must make conscientious decisions about what will be best for consumers

• We should seek out and make best use of their feedback and aspirations

• Over time, we strive to empower more good and eliminate all bad aspects of our collective work through empathy, curiosity and diligence

• Ethical data collection and experimentation on adults requires their full informed consent, while anything that affects kids needs additional expert evaluation for risks and harms