No longer can an enterprise take an agnostic attitude toward moral rightness and wrongness, hiding from such sensitive issues beneath the cloak of mere goods and services. Consciously...or not, all enterprises promote a worldview. Transformation issues cannot be avoided. Extracted commodities transform the earth into a subdued planet, with implications for all its inhabitants. Goods transform buyers into users of those goods, for ill or for gain. Services transform clients into recipients of those services, whether debasing or edifying. Experiences transform guests into participants in the encounter, whether the long-term effects are deleterious or therapeutic. And transformations turn aspirants into "a new you," with all the ethical, philosophical, and religious implications that phrase implies. All commerce involves moral choice.