It's difficult for a business to take any decision that isn't directly related to the bottom line. In today's competitive environment, balancing the books is paramount - and for many it's not even about revenue but survival.
Allied Concrete this week put that aside in favour of a moral position. We should take note, and applaud.
The company was contracted to supply concrete to permanently seal the Pike River mine with the remains of 29 men inside. Faced at the scene with two women who lost men in the horrific 2010 tragedy, Allied - owned by HW Richardson - pulled out of the contract.
Chief executive Brent Esler said he did not want to inflame the "emotional trauma" the West Coast families were suffering. "As a family-owned business, [we are] very sympathetic to the families and the tragedy they've been through."
The difficulty is that six years since disaster struck, there is still a lack of clarity.