There are common cases where the moral, ethical, and role model paradigms do, in fact, all apply because of what those persons represent (e.g. teachers and peace officers). Ethics of course has a much broader application as a fundamental part of what it means to be a skilled practitioner (e.g. the in fields of law, healthcare, finance, and civil service). Even in normal business transactions ethics and morals plays an important part in coloring our opinions from how we feel about Nintendo's right to brick one's hardware to our willingness to hire a crackhead as a janitor.