 The profound urgency of this task becomes apparent once we recognize that unlike those ‘life or death’ ethical dilemmas with which many applied ethicists are understandably often preoccupied (e.g., abortion, euthanasia and capital punishment), emerging information technologies such as SNS have in a very short time worked themselves into the daily moral fabric of virtually all of our lives, transforming the social landscape and the moral habits and practices with which we navigate it. The ethical concerns illuminated here are, in a very real sense, anything but ‘academic,’ and neither philosophers nor the broader human community can afford the luxury of treating them as such.