That’s why we as users (and yes, we’re all users to various degrees) should push for more robust regulation. If, as you correctly note, most competitors are only going to operate in the legal-but-unethical space, change the law until the legal avenue and the ethical avenue are the same.
The libertarians will come out of the woodwork to say more regulation is not the answer, but when it comes to alternatives, watch the real world examples of “unregulated ethical businesses” melt away into the realm of the theoretical.