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Today, the confluence of new technologies has a transformative potential never seen before. Technology's power over nature, life, and humans carries with it both an opening of astonishing possibilities, and a challenge to our wisdom. In this dynamic context, the field of applied ethics has difficulty keeping pace. Some have already concluded that applied ethics has nothing really useful to say about emerging moral conflicts related to technology. Some causes of this disappointment will be referred to in this article, together with a proposal to revise the ideas, beliefs, and practices that have contributed to strengthening this dangerous misunderstanding.