This article questions the effectiveness of the Potter box model of moral reasoning when applied to information ethical dilemmas. Though its importance in feeding the desirable rational debate on ethical problems, this model, and probably all models, fails in the most problematic cases to solve the question of which theory best fits to a particular situation. With the help of some examples provided in Media ethics: Cases and moral reasoning (Christians et al., 2005), we will seek to demonstrate that ultimately decisions are grounded in what Paul Ricoeur calls "conviction". No solutions to ethical dilemmas can be found a priori. That is the drama of action.