It's also a moderately different can of worms to work on projects like breaking enemy encryption during a war (Turing), building and programming more and more powerful computers to help design nuclear weapons (von Neumann), developing a network protocol for DARPA's national computer network (Cerf and Kahn), building microchips for bombers and missiles (Fairchild Semiconductor), and it goes on from there.

Clearly, optimizing targeted advertising on the internet is a higher moral calling.