Designing either ethical or disturbing services?

Today, two interesting posts (WSJ and CNET) about a new web-based service was published. These posts refer the SmartyCard service. That allows parents to reward their children when they learn different matters like math, technology and social and cultural studies among other, playing into the site.
Both post have pointed the ethical concerns. These concerns rise as you try to find the innovative side of that service. So, ethical and moral concerns must rule innovative ideas. Successful companies like "IBM and P&G are bright spots on values and ethics". Rosabeth Moss Kanter says:

"...the sense of social mission that accompanies the business mission keeps people focused on the importance of their work to solving societal problems. The resulting innovations help the companies in tough as well as easy times".

Therefore, it's not only about invent new things and make money with new efforts. The most Innovative companies must be distinguished by their Role value and their ability for "doing a nice thing once, doing it again, and doing something completely differently, again and again ..." (Scott Anthony at HBR)