The author says companies building habit forming products have a moral obligation to make sure their users don't have an unhealthy use of their products. Addictions always hurt the user, so I would never want anyone to create a product intended to addict others. If we know someone is addicted and wants to stop, we have a responsibility to help them. The beauty of this interactive technology that's being collected on us is that if these companies wanted to do something about the addicts, they could.