What if you could make a company that you viewed as more ethical than the existing competition but to be competitive you would need to do some unethical things that the existing competition does, and without making those concessions your best projections show that your startup will go bankrupt before displacing the incumbent player? Do you let perfection become the enemy of improvement and stick with your ethical means-over-ends instincts, or get your hands dirty creating the sort of company you yourself complain about (albeit less than you complained about the incumbent player)?