Ford stares at his hand. He definitely thought this was a morals thing. Didn't he?

"Okay, let's try this again," he says, puzzled. "It would be ethically questionable to kill Bill Cipher through inaction."

True.

"Which is why I'm not doing it."

False!! False again?! Ford stares at the ring, taps it with another finger. Come on, he signed up for convincing Bill of the truth, not searching his own motivations!