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In terms of morality and ethics, Amazon do things all of the time which we may not consider moral or ethical. When they take back a book you have paid for, how is that ethical. When they crush small bookshops through pricing is that ethical? They continue to foister DRM upon people, is that ethical, removing rights users used to have on paper books (the ability to lend) in the name of profit?
So imo the chair analogy isn't that far off. I'd treat a corporation as being half way between a chair and a person. The only ethical dilemma is a conflict with my personal ethic of only taking what I pay for. I feel no obligation to treat a corporation as a person though (since corporations don't treat us as people usually, just faceless consumers with the money they want).
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