I used to know the answer to this one. Sadly, the words "moral" and "ethical" have come to mean "expedient - but don't get caught or you're a crook". If a company or individual claims to be ethical, it's usually a pretty good indicator that they're not.

"This is what I feel" has seldom anything at all to do with either morals or ethics. If it did, membership of organizations such as the klan would be acceptable. It's not.