Earlier quoted context omitted.
The end game here is developing a mind reading device. The endeavor device is ethically questionable because such a device would have a lot of ethically wrong/questionable applications.
The only thing that's ethically questionable are humans themselves and such a device would likely do more to expose the unethical. Everybody remembers what happen when online dna hit mainstream.
I find it extremely silly when people argue a technology is value neutral and humans are the problem so we shouldn't "judge" or critique the tech. Who do they think is going to use the technology?