Shinsegae Chairman Chung Yong-jin firing the Starbucks Korea CEO wasn't accountability — it was damage control once the boycott threatened the whole conglomerate's bottom line. The "Tank Day" campaign mocking Gwangju victims and evoking Park Jong-chol's torture death reflects the rotten values at the top, notof justthe a rogue marketing teamorganization. Firing one executive doesn't erase the moral failure baked into this company's leadership.