I read a blog post the other day, and just went back to read it again.
It was titled Ethical Internet Marketing. The writer made the point that good ethics pay large dividends. Small minded people cheat, lie, and use black hat techniques to skim the suckers, once.
As P.T. Barnum said "There's a sucker born every minute, and two to take him."
From a purely investment return aspect, that blog post stressed that you make more money, more consistently, by building a list of folks you have treated well. Their satisfaction with a first purchase leads them to trust you with more frequent purchases of higher priced items. You become a business person, not a con man.
I've found that business people I've worked with, not those that buy legislators to create favorable regulations and hide tax loopholes, but real business people -- are honest. Their hand shake is worth more than any contract drawn by any attorney. The don't flash brightly in the flame, but they aren't moths brainlessly flying toward easy money. Their businesses last.
Here is one reason why.
Instead of always hunting for new money to steal, they create long term relationships and value. They end up as wealthy as they wish.
And have no trouble looking at themselves in a mirror.