Transparency

The cornerstone of an ethical business is transparency. If the business is selling factory seconds they are visibly marked as seconds. If an auto repair shop has overbooked repairs it tells subsequent customers there will be a delay getting you car back. Some businesses tell the customer exactly how much their mark-up is, but not telling is sometimes a wise business practice. For the most part a transparent business tells it like it is. One benefit of this practice is that the customers have little excuse to complain when things go wrong.