However, some trades are completely unfair.
Example, Native Americans trading the island of Manhattan for a few dollars of beads.
Even though it is great business. It is immoral to me to lie about the value of a product. Just as it would be immoral to lie about it's functions.
However, I can easily empathize with people who try to get the best deal for themselves/their company.
Go try bargaining for carpets in Morocco... it's great fun. They'll start at like $2000. You'll walk away with a carpet for $200. Some other guy will walk away with the same (well, they're all unique, but let's same the same in terms of craftsmanship and materials) for $2000. Both are happy, because they feel they paid a fair price for what they wanted.
The salesman gave me some advice - I don't recall the exact words, but it was basically "Friends, please, there is no reason now to be nervous - negotiation is negotiation, and if we agree on a price, we agree fully and with no regrets. If we do not agree, then we do not agree, with no regrets."
I need not feel guilty for paying such a small fee (from my point of view) for such a beautiful carpet - he would not have agreed to the sale if it was not to his benefit in some fashion. I also do not need to mock those who paid 10x what I did for the same carpet - as both us feel we paid a fair price for something we enjoy (and for all I know, the actual cost of buying those things from the source is $20, I have no idea, nor does it matter, unless I feel like flying into the mountains of morocco to go to the source - which I don't)
The home computer market was still very young and unproven.