Doc Searls recognizes the following three kinds of morality:
– Morality of self-interest. This gives us “owning”, “domination”, etc. The Old School. Industrial Age shit. Still prevails in many business plans that are just for killing other companies.
– Morality of accounting. We balance everything. “Paying debts”, “owing favors”. This is our system of justice, by the way. It’s all about accounting. (Note the scales of justice symbol.)
– Morality of generosity. We give. We are open. We love without expectation of reward, or even accounting. (In fact, when you bring in accounting, you compromise it.) Think about how we give to our spouses, our children, without strings. It pays off, too. But that’s fundamentally not what it’s about." (http://radar.oreilly.com/archives/2006/04/doc_searls_business_as_moralit.html)