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Interesting article. I'm not a philosipher but I think I understood the jist of it. I know it deals with individual ethics but as a by product I think it shows the importance of collective ethics.
I think more collective action rather than ethics. I've never been a great believer in systems, and this isn't far from how I work in terms of ethics. Again I might even lean to thinking of those as more actions rather than ethics which feels too grandiose for me.
You're probably right. Let's take something a simple as recycling. I don't do it thinking I'm "saving the planet", I do it thinking "it's common sense".