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 You can take advantage of customers who aren't knowledgeable or particularly sophisticated. You can cut corners on your products. You can recommend unnecessary services. You can be deceptive in your advertising. In the short run, you may think that taking advantage is an advantage. In the long run, others will have noticed your duplicity and may plot against you. You will be rich but reviled. Eventually, many will relish your demise. It is much better to be a serious person who takes his business seriously. It is much better to live by a code of honor and core values. You can decide to set the standard for your industry and maintain your core values. You can feel good about who you are and how you earn a living. Your word and your handshake should mean everything. You know the right thing to do. 
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