My biggest nightmare as a copywriter and consultant is helping someone to create a monster. I don't want to be some kind of Igor, assisting a mad scientist to create a grotesque behemoth that would end up hurting people instead of helping them. The problem with this is you don't always know how things will turn out. Even the best ideas can become corrupted over time. Some of the biggest, most unethical companies in the world didn't start off this way.