The scale and the fuzzy boundaries between products and services that software allows seem to create those problems in unexpected places. In the pre-software days, if you sell cash registers to people and one of your customers happens to be evil no one would blame you. If you build an online shopping platform (selling virtual cash registers), get big enough that people notice you, and one of your customers is problematic in the eye of the public opinion, you suddenly have a moral problem on your hands.