Marjorie Kelly, editor of Business Ethics [3] magazine, reflects on the "perfect storm in ethics" that has unfolded despite a burgeoning corporate social responsibility (CSR) movement. CSR has failed, she says, because "fluff is not enough." [4] It's time, Kelly says, to begin "talking about system design, understanding why corporations behave so single-mindedly. And that means focusing on power. Because power is what it's all about, not good intentions or voluntary initiatives or toothless codes of conduct. Power."