Ethical? Say you launch a product that uses cloud services (ie servers and storage). If I reverse engineer your protocol and launch my own (paid) product on top

Ethical? Say you launch a product that uses cloud services (ie servers and storage). If I reverse engineer your protocol and launch my own (paid) product on top of your service, is it unethical for you to shut me down? Isn’t it also unethical for me to create a product on top of your infrastructure without getting permission or providing some kind of payment? IMHO, Beeper is the one with an ethics problem.