> The reasonable answer to where you draw the line is: when something is no longer compatible with your value system. And if that's not clear, the issue is that you haven't yet spent enough time defining your values. That's the thing to talk about, research, consider, ask advice on, etc. People having a solid, well-tested personal value system is critical to society's function, because that informs how groups of people like companies then operate, and so forth on up.

This sounds nice, but nobody has a clearly defined value system. Can you tell us what yours is?

Nobody can do that. At most people can write do is essays about why they decided one thing or another. If you ask them enough questions, you find contradictions.

I'm not trivializing what you're saying, either. I think you're onto a real human desire for consistency.

But if you read a bit about how people have thought about moral decisions, you find it's an endless rabbit hole. The history of moral thought doesn't have any conclusions. It's not like we can pick utilitarians and say "yep, that's the right one", because there are plenty of reasonable objections to any principle.