> From the UX I've studied it seems that ethics is unrelated. Typically in consumer apps the goal is to increase MAU and engagement and UX is dictated by whatever moves the needle on those areas. It's hard to separate whether people are using the app more because of it's better design through UX design feedback loop iterations or if it is a dark pattern.

No matter which metrics you choose, you run the risk of PM's ordering unethical means of increasing those metrics. A bakery can measure itself by sales volume and ensuing revenue numbers - that doesn't by itself prevent bakery managers from adding addictive drugs to the recipes, nor does it mean that those are poor metrics.

What it does mean is a) the company made some poor hiring decisions along the way, and the best way to deal with that problem is by having some b) ethical review board.