Three aspects of computing ethics are explored, each to arrive at an imperative for the computing profession. The first argues that a distinction must be made between people and machinery and urges that the profession's vocabulary must be used to bring that distinction out into the public view. The second observes that digital technology has swiftly gone far beyond its early focus on computation and text processing and argues that the computing profession is in urgent need of reform. The third looks at the role of digital technology in our changing society and urges that the technology be used in early education to empower children to make their own rational choices about their culture.