I’m looking at using big social game data to do science. I wanted to advance my own thinking about the ethical issues, so I rooted up some of the names that are pushing the social-gaming conversation in new directions. Among the places I found was Betable.com, a social gaming startup that is very excited to involve gambling in the future of online gaming. It is also very good at marketing itself. Given its prominence in the scene and its eagerness to present itself as avant garde I figured its leadership would have provocative — even original — thoughts on the subject of ethics. Is that so naïve?