Technology is never neutral. If your work has any impact on the world, then this impact has a moral direction. The seemingly innocuous technical choices we make in software products modulate the terms of access to technology, its usage incentives, who will benefit, and who will suffer. Technical choices are also ethical choices. Thus, always be deliberate and explicit about the values you want your choices to support. Design for ethics. Bake your values into your creations. Never think, I’m just building the capability; that in itself is neutral. It is not because the way you build it determines how it will get used.