It seems there's a difference between unethical projects and projects that are just a bad idea. If someone wants to pay someone else to work on Uber for cat socks, but with AI, I don't think there's much of an ethical dimension.

Yes, that's certainly true. I guess what I was alluding to is that I think ethics should inform all decision-making, including business. A bad idea isn't necessarily unethical, although the execution of it (or even a good idea) can be. Unless the idea harms unconsenting others.

Generally, it's not what you sing, it's how you sing it.