In this episode, Mikhail and Louis talk about ethical problems presented by the new technology used in marketing -- virtual reality, augmented reality, and the metaverse. In some way this is a bigger question of relationships between marketing and any new technology. If there are no rules on how new technology can be used in marketing, you know that some companies will use it in a predatory way. In many cases, such use of technology is very profitable. And other companies have no choice but to do something similar, or they will be out of business. This also applies to marketers on the individual level. If an unethical practice is widely spread and accepted in our profession, it makes it extremely hard for an ethical marketer to avoid doing it, which creates an internal psychological conflict.