How is it not a moral obligation? When you sign your name and take possession of the goods (or make use of the service), you are PROMISING to pay for the item/service. What if it were the other way around and you prepaid for something - does the supplier have a moral obligation to supply you with what you have prepaid for once they already have your money? Of course they do. You have a moral obligation to pay for what you buy, otherwise how is it any different than going into a store and shoplifting?
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