If you claim to be more ethical than the competition and that's why people should use you, you will be held to a higher ethical standard than that competition.

If you claim to be more ethical than the competition and that's why people should use you, you will be held to a higher ethical standard than that competition. Regardless of whether or not this is right, it is how human psychology has always worked, for all time, so it's weird that anyone is surprised or offended by it (and even more weird to build a business model which depends on people not acting this way).