Commentary: Tech needs ethics more than rules

Facebook is preparing to pay a multi-billion-dollar fine and dealing with ongoing ire from all corners for its user privacy lapses, the viral transmission of lies during elections, and delivery of ads in ways that skew along gender and racial lines. To grapple with these problems (and to get ahead of the bad PR they created), Chief Executive Mark Zuckerberg has proposed that governments get together and set some laws and regulations for Facebook to follow.

But Zuckerberg should be aiming higher. The question isn't just what rules should a reformed Facebook follow. The bigger question