https://medium.com/edge-of-innovation/avengers-endgame-a-cautionary-tale-of-technological-innovation-8cb1c3ca1549

Andrew MaynardBlockedUnblockFollowFollowingApr 26Marvel StudiosWhen my publisher suggested I go with an alternative title for my recent book, my wife was aghast. “You can’t call it that” she exclaimed, “no-one will buy it!”

The offending word was “morality.” And she had a point. I was writing about technology innovation and sci-fi films, and she intuited that if there was ever a word to sour the expectations of a journey through emerging technologies and blockbuster movies, this was it.