Bear & Co. is a fictitious immersion into the world of being part of an IOT start-up. We invite visitors to join the company, and facilitate their journey through various ethical conundrums, as they become part of the company. First, they must state their values - what they will bring to the company and care most about. Then, we test those values through different scenarios and problems that are unexpected and that do not have easy answers. Finally, we debrief our visitors and invite them to peruse explanations for various ethical approaches presented as maps and diagrams, where they can interrogate their own decisions against three different philosophical viewpoints.