Putting the "what will our users think" question in an ethical framing is not obviously (to me) going to benefit users. (Especially when modern fashionable ethics centers around utilitarian normative ethics, but that's besides the point.)
Right. The real point is of course to make sure what gets built is good for the brand. That revealing how something works won't make people mad, disgusted, less likely to use its services, do business with it, etc. Of course hardly anybody really cares about the ethics per se - only for the perception of the company.
Some companies, such as for instance Procter & Gamble or Apple care about their brand equity a lot, since they rely on it to charge above market premiums. Twitter needs to care about that too, since if they get caught doing something unsavoury they will turn toxic to their advertisers, or at least those who care about their brands. I am not a marketing exec but if Twitter now drops the pretense of caring about ethics you will see major advertisers pull out, and make a point of communicating why they do it. Thats the ROI on having functioning ethics teams.
Putting the "what will our users think" question in an ethical framing is not obviously (to me) going to benefit users. (Especially when modern fashionable ethics centers around utilitarian normative ethics, but that's besides the point.)