What troubles me is that this is seen in many start-up/business circles as not only okay, but even a preferred method of idea validation. The original "customer

What troubles me is that this is seen in many start-up/business circles as not only okay, but even a preferred method of idea validation. The original "customers" acted in good faith. The "business" was not forthcoming with the non-existence of the product (and my guess is the non-existence of the company). Since refunds were given, all is okay, many would say. I do not agree with this viewpoint. In asking my question and relating the background, I am not seeking for folks to change my opinion of the ethics or to disparage anyone who disagrees with me. I am seeking to understand whether there is a way to experiment in a way that does not make promises that may or may not be kept. (Promises are broken, for example, when only a handful of people "purchase" the product, and the "business owner", therefore, chooses not to pursue the business, even if refunds are provided.)