The Ashley Madison documentary - thoughts on ethical boundaries for tech companies?

Been watching the Ashley Madison documentary on Netflix and it got me thinking not only about how dire the consequences of a data breach can be, but also about the ethical boundaries for tech companies. What are your thoughts on creating platforms that knowingly disrupt social norms and values? Also, what other cases come to mind in the tech industry that have raised questions about ethical best practices? I immediately thought of the Cambridge Analytica - Facebook episode