[Copernicus]

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You mean equitable, I mean fair in the sense of justice.

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I'm not sure what that's supposed to mean.

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In terms of morality. Getting the maximum value for something you're doing isn't immoral (though it may be mean or anti-social). But initiating force to skew a transaction is.

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Again that's your value judgement, not shared by many. Read these boards about the evil pharmaceutical companies who charge a price they consider "fair", in order to recoup R&D and make a profit.