Ask HN: On marketing & ethics, where is the limit?

Recently I have seen how a 5-year company decided to not continue anymore with the service they were providing. 8 months, this same company had a really agressive campaign to get users from similar tools by offering them big discounts. After their shutdown notice, karma comes around.5 competitors companies are doing a lot of efforts on paid search to make firewood out of the fallen tree. I got the impression that the first campaign done to grab users from other companies - while they were still alive is 'nicer' - or at least more ethic - than the campaign that nowadays are doing its competitors. Ethic both actions?