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Loneliness had historically been a part of human life. It could be totally involuntary in one hand, and out of choice on the other. The Western world was particularly affected by loneliness, which was ought to have far-reaching economic and other implications. The proportion of people affected by loneliness had been rising for quite some time and the COVID-19 pandemic had further brought such trend to the fore. So much so, there had been new business domains emerging out of a scenario where loneliness had been reaching an epidemic scale. Several companies were trying to optimise such opportunities. However, some inherent ethical questions could crop up with the emergence of this loneliness economy. What were such ethical challenges? How would the business community strike the balance between the social crisis and the business opportunity emanating therein?