2. Define the conflict or dilemma and identify the higher-order values involved. Ethical, social, and political issues always reference higher values. Otherwise, there would be no debate. The parties to a dispute all claim to be pur- suing higher values (e.g., freedom, privacy, protection of property, and the free enterprise system). For example, supporters of the use of advertising networks such as DoubleClick argue that the tracking of consumer movements on the Web increases market efficiency and the wealth of the entire society. Opponents argue this claimed efficiency comes at the expense of individual privacy, and advertis- ing networks should cease their activities or offer Web users the option of not participating in such tracking.