Facebook’s data privacy debacle exposed 87 million users’ private data to misuse by political consultancy Cambridge Analytica. This scandal is not just Facebook’s problem or just a data privacy or app developer issue. It is an example of a more general failure to integrate ethics into decision-making. Ethics are not an eraser or a clean-up act. Ethics should precede and accompany action. Asking “what could happen?” not “what just happened?” is more about foresight than forensics.