"It's just business" is a lie people tell themselves to salve their conscience for doing things that harm people. Tom Hanks tried it with Meg Ryan in You've Got Mail. It didn't work in the movie, and it doesn't work in real life.

Keeping Israel enslaved was personal to the Pharaoh (Exodus 5:2). Dealing with their slavery was personal to Israel (Exodus 5:21). Israel was God's firstborn, so he took their mistreatment as a personal insult (Exodus 11:1-10).

Are God's people personal to us? If we respect God we must respect his people too.