What would Mark do? When Barry offers higher 'ethical value' by treating bees better, then Mark would need to find some different ethical axis on which he excel

What would Mark do? When Barry offers higher 'ethical value' by treating bees better, then Mark would need to find some different ethical axis on which he excels above Barry (say, has lower CO_2 emissions per jar of honey) and advertise that. Then customers are splitted based on which ethical axis is more important to them and internalized that decision. Now both Barry and Mark can increase their profit margin as customers would not switch to the other 'evil one'.