My lovely wife has been a big help in my business dealings when I have been in a quandary about what to do in a given difficult situation. Her perennial question: "What does the contract say?"

If you're thinking about being adversarial with someone who has broken their contract with you, feel free. If you're thinking about doing something that would break a contract, don't. This is far from a guide to all situations, but it's a helpful test surprisingly often. I have been in the situation of arguing with my co-shareholders to allow someone to take advantage of us, pointing out that our contract with them allowed it: he screwed us fair and square. If buying through the "wrong" channel didn't break a contract you had with anybody, go for it.

More generally, I think a business should limit themselves to the intersection set of what is lawful, and not odious. Things that are merely rude or aggressive may not be to my taste, and might be self defeating if they hurt one's reputation, but I wouldn't hold it against someone as being morally wrong. The borderline, which is hard for me to make a solid rule about, is fibbing. Sometimes it's just business, and sometimes I'd call it wrong.

Jim