The task of media ethicists is not only to shine a light on the dilemmas facing our field, but also to point out what the moral issues of the day are. Why is it that some cases and issues appear on our radar, in our textbooks, web sites and journals? Using the example of how the problematic nature of the Apu character in The Simpsons escaped the attention of this author and other media ethicists, this essay explores how media ethicists (...) can be better aware of their own blind spots. Given our limited cognitive abilities and unconscious biases, I will argue that media ethicists could potentially benefit from the help of a theoretical media ethics moral machine (MeMorMach), especially in instances where they are unaware of the potential violation of an established norm. But when normative change occurs, such a device would be less useful in tracking this change and alerting them, especially to those adhering to a constructivist meta-ethical framework. The essay concludes with a call for media ethicists to pay attention to and assist so-called moral enquirers, advocates who, through personal engagement, enact normative change. (shrink)