This is an extremely narcissistic world view. "Ethical AI is vital for every member of society to handle appropriately and I, as The Ethical AI Police Person in Charge, will tell every person how they are going to behave if they want to be on the side of Good." Most of these articles refer to the same example - What if a facial recognition machine learning algorithm is trained inadequately and has some inherent bias against some group-identity. If anything this is a quality issue and is the responsibility for the few people involved with handling training data. More importantly, what are these fictional companies doing where they are potentially causing devastation by carelessly deploying facial recognition software? This sounds like a problem with the ethics of the business model of the company, not some algorithm.