Steven Drucker once said its not profitable businesses that rip-off society, its unprofitable ones.
If you don’t have a profitable business model, you only have one path to profit: Lying to your customer.
Far better to have an openly profitable business. That way you never need to trick your customer in order to secretly make a profit.
Your job as an entrepreneur is to ensure you are always profitable.
That way you can always be honest with your customers.