Why it is important to focus on ethics before focusing on technology per se: Because we, human beings, imprint our ethics on everything we do: social arrangements, business models, and yes, technology. All those things can be great or toxic, depending on what we put in them.
Now, the type of ethics I am talking about here is not the kind you can write a book about and be praised for saying all the right things. It is non-glamorous. It is the kind you practice. It is internal. It is sensory.