The paper focuses on the role of applied ethics as an academic science and its contribution to society. We cannot agree with the claim that the current crisis related to humanities is due to the fact that they are "not profitable". We want to point to the importance and usefulness of humanities and confirm that their current crisis is not caused by a lack of their profit. As today´s social demands start calling again for building values and a good name, we are sure that applied ethics is able to provide an expert service, develop values and skills including moral imagination, empathy, and critical rationality. As an example of ethical service and the development of ethical culture, we present briefly the academic ethics at the University of Matej Bel.