Recent developments in synthetic biology are described and characterized as moving the era of biotechnology into platform technologies. Platform technologies enable rapid and diffuse innovations and simultaneous product development in diffuse markets, often targeting sectors of the economy that have traditionally been thought to have little relationship to one another. In the case of synthetic biology, pharmaceutical and biofuel product development are occurring interactively. But the regulatory and ethical issues associated with these two applications share very little overlap. As such, (...) there is some risk that focus on traditional medical applications, for which the ethical expertise is highly developed, will overshadow the ethical issues that arise in connection with land use and its attendant socioeconomic consequences, especially in the developing world. The 2010 report of the Presidential Commission for the Study of Bioethics exhibits this tendency. (shrink)