Who should regulate the tech industry? Ethics is not black and white, silicon valley should ‘do no evil’ but who defines evil? It is a minefield and a polarising topic, why are a vast majority of people so verbally against wrong doing of a company but physically don't change their habits? Should we be offered what we want even if it is not what we need and who should decide? We discuss the differences of government versus self regulation, morals versus ethics, and how an ethical framework needs to be put in place… soon.