Business ethics is based on limitations. As far as economic activity is concerned, the limitation pointed out both by Aristotle and Adam Smith is morality, with its controlling function in relation to the category of “profit”. This implies that profit has to be the means, not the end. This attitude towards business is deeply rooted in Christianity, especially in Protestantism, which aims at the limitation of consumption, while work is intended to become ascesis (Weber). The requirement that there should be a shift in the point of reference of business ethics should also be taken into consideration. Both to the present day and in the past, it has been focused on the greed of businessmen. However, the category of the “common risk” of all market participants, including consumers and employees, should also be considered. This will extend the scope of shared responsibility for the market, which in turn will make business ethics “more sensitive”.