There is an unshakable faith in our industry that we can do anything and that everything we do must be good and beneficial to society. Our industry has had similar crises before, such as dot-com busts, that exposed our assumptions, but the ideas are still here. As an industry and society, can we continue to develop solutions that unduly amplify human behavior – so that we provide and support a way for harm to be normalized? As an industry and society, can we continue to promote solutions based on long-held and dominate theories – so that the wider community is misled by influential advocates? The answer is a clear “no” to both.