Everyone has a personal moral code. When you are in business long enough, you'll realise that much of it is about trust. You don't want to reevaluate every discussion or continually look over your shoulder.
When you are ethical, you'll attract other long-term players and force people that live on lies out of your network. In the short run, being unethical pays, but in the long run, you will get paid. Everyone will want to deal with you. You will have trust and reputation.
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