What's a winery's responsibility?

What is a winery's responsibility? Is the responsibility to the consumers or to itself? Should a winery always strive to make the best wine possible or should it simply offer commercially viable (i.e. not flawed) wine at a fair price? Should a winemaker only make wine he or she likes or should consumer preferences be considered? Should a vineyard be planted with popular variety, such as cabernet sauvignon, because it will sell or should a lesser-known variety, like petit manseng, be grown if it is better suited for the site?