When we called up business ethicist Greg Fairchild from the University of Virginia this morning, we expected to have a wide-ranging conversation to get at Kai's question of a few weeks back: Are there market-based solutions to ensure better ethics? We didn't expect we'd have such a timely case study in Disney-owned ABC and "Roseanne." The network canceled its show hours after a racist tweet from star Roseanne Barr. We got the Darden School of Business professor's reaction as the news played out in the way it always seems to these days: fast, furious and on Twitter. Subscribe to "Make Me Smart"