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I have to learn more about the methodology because I'm reminded of a lecture in University discussing how questioning people had to be done carefully to ensure you were measuring what you thought you were. One of his examples was asking people "Do you lie regularly?" to quantify how many people were honest; being that (essentially) everyone lies on a regular basis, it is likely that the most honest group of people would be rated as the least honest people in this survey.

Beyond that I'm reminded of the statement "virtue untested is no virtue at all" and I think the opportunity to do many unethical things is potentially disproportionately distributed to wealthier people.