While it could be said that nothing is fair in love, war and business, I, personally, find unethical business practices to be quite loathsome. Sometimes a company that tries to win through intimidation and questionable legal threats deserves to have the world know what they're up to.
My grandmother once gave me a piece of advice that's stuck with me- "Integrity is doing the right thing, even if nobody is watching." Years later, I think about that and I wonder, how many people are running their businesses with a smile on their face and a knife behind their back.
So yeah, there are plenty of times where airing dirty laundry is a shallow thing to do, but there are also times where you can finally see the true colors of a company and what they really stand for.