Enron was breaking the law, there’s a difference.

I consider much of the practices of social media companies designing for dopamine hits to be unethical, but it had been very lucrative for shareholders for more than a decade. It’s still lucrative but shareholders are taking it on the chin for other macro reasons.

Breaking the law often starts with unethical behavior. Bad ethics often leads to new law (often impacting ROI), too; see the GDPR for an example.