A high level of involvement of representatives of the target audience is a clear evidence of a simple fact: diluted by a fair amount of empathy, rational thinking unambiguously defines each participant as capable of making his own decisions regarding the strengthening of moral values. In our desire to improve user experience, we miss that the shareholders of the largest companies, overcoming the difficult economic situation, are turned into a laughing stock, although their very existence brings undoubted benefit to society.