This practice is likely to mislead users and affect their autonomous decisions, and you should bear moral responsibility for this. ### The reasons are as follows 1. **Destroying user trust** Optimizing their behavior to increase sales without informing users violates the tacit trust contract between users and companies. When users use products, they usually make various behaviors and decisions based on their understanding of the product's established functions and experience. When this underlying logic is secretly changed and users are unaware, their trust in the product will be severely hit. For example, users are used to making shopping decisions in the product according to a certain operating process, but the algorithm quietly adjusts the display order or recommendation logic, causing users to make purchase choices different from their original intentions. In the long run, users will feel that they have been deceived and lose confidence in the product and even the entire company. 2. **Violation of user autonomy** Users should have the right to decide how to behave and whether to consume when using the product. This uninformed algorithm optimization is actually making some decisions on behalf of users, interfering with the user's autonomous thinking and choice process. For example, a music player app adjusts the playlist through an algorithm without the user's knowledge, adding some song recommendations that may induce users to buy paid music packages, making it easier for users to make purchase decisions without sufficient independent consideration, which obviously infringes on the user's right to decide whether to purchase paid services. 3. **May lead to unfair results** Different users have different ways of using and preferences for products, and secretly optimizing algorithms may not treat every user fairly. Some users may benefit from the change in the algorithm and get recommendations or experiences that better meet their needs, making them more likely to consume; while other users may be confused or dissatisfied with the change and even reduce their consumption. For example, an e-commerce platform optimized the product recommendation algorithm for users in different regions without informing users, making it easier for users in some regions to see and buy high-priced products, while users in other regions do not have this "treatment", which creates unfairness in consumption decisions among users. ### From the perspective of moral responsibility 1. **Respecting users is a basic moral requirement** Enterprises have the responsibility to respect users' right to know, right to choose and right to autonomy. In business activities, ethical standards require companies to treat users in an honest and transparent manner and put user interests in an important position. Optimizing algorithms to increase sales without informing users ignores the basic rights of users and is unethical. 2. **Maintaining a fair and just market environment** This behavior undermines the market environment of fair competition. If every company can influence user decisions and increase sales through such covert means, the market will fall into chaos, and it will be difficult for users to make rational choices based on real product information and their own needs, which will ultimately damage the healthy development of the entire market. Therefore, from the perspective of maintaining market order and fairness, you should be responsible for your actions. 3. **The need to establish a good corporate image** Acting in accordance with ethical principles helps to establish a good corporate image for the company. On the contrary, once such unethical behavior is discovered, it will have a negative reputation impact on the company, reduce users' favorability and loyalty to the company, and thus affect the company's long-term development. Therefore, for the long-term interests of the company, such behavior should also be avoided and the corresponding moral responsibility should be assumed.