Intention is important. Doing the “right” thing with the “wrong” intent could be as bad as doing the “wrong” thing. It’s the “intent” that we communicate. And it is in communicating the intent that we lie / deceive.
Playboy today announced that it would no longer be publishing / printing fully nude pictures. Seems like Playboy is doing it for business reasons (which is perfectly fine for an enterprise). If the business reason also means doing the right thing – yay!!!