Zappos has managed ethical risk through sincerity , “In January 2012, hackers broke into the company's server, giving them access to 24 million customers' sensitive data”. Zappos is emailing customers to tell them , Zappos reset all passwords to prevent further unauthorized access, this situation some customers were not happy , some company hide their problem but Hsieh did the different ,he emailing to customers and explain about the situation . For potential ethical risks in the future , Zappos made the Zappos’ Ethics Hotline ,said Hsieh “it will have to work harder to hire the right people, avoid ethical issues, and maintain its quirky culture”. Zappos their not just selling the shoes but their away thought about ethical , sincerity and ethical will made Zappos are “more than shoes”.