This talk argues that the rhetoric of ethics and morality should not be reductively instrumentalized, either by the industry in the form of “ethics washing,” or by scholars and policy-makers in the form of “ethics bashing.” Grappling with the role of philosophy and ethics requires moving beyond simplification and seeing ethics as a mode of inquiry that facilitates the evaluation of competing tech policy strategies. In other words, we must resist narrow reductivism of moral philosophy as instrumentalized performance and renew our faith in its intrinsic moral value as a mode of knowledge-seeking and inquiry. Far from mandating a self-regulatory scheme or a given governance structure, moral philosophy in fact facilitates the questioning and reconsideration of any given practice, situating it within a complex web of legal, political and economic institutions. Moral philosophy indeed can shed new light on human practices by adding needed perspective, explaining the relationship between technology and other worthy goals, situating technology within the human, the social, the political.