Don’t know about you, but if someone asks me ‘Why did you build that?’ and I answer ‘Because I thought it’d make me rich and everyone else did it’ - that won’t be satisfying.
The second order consequences of what you build are not external to what you’re building right now. They are what you are propagating. And what you propagate is what you are actually building.
Though it could have been the most desirable thing for your customers at that time, it might not have been the most desirable thing to have in their lives. So, decide what you build based on second order consequences, not on first order ones.
Sure, it’s a moral stance and infinitely debatable because fundamental ethics (barely) exists.