OT Ranger re ethical behavior you said:
...."You don't have to run a business to be ethical. To believe otherwise is an insult to everyone who tries to "do the right thing" in living their lives."
Agree completely. I hope I didn't say anything in my post to make you think that I thought otherwise. That was a point that I was trying to make.
...."Competing with unethical businesses gives one no license to lower one's standards."
Again I agree completely. One should not lower ones' own standard no matter that others are may be lowering theirs. However dealing with unethical companies does exert much more pressure upon one to still maintain the right and proper standards. It would be much easier to maintain proper standards, if everyone else is acting in an ethical manner. I do see and understand this particular point.
You also said:
...."I fail to see that "what you do" dictates "what you are".
"What you are" is your personal integrity. However personal integrity certainly impacts ones' ethical behavior, ie "what you do". The highest form of personal integrity is exemplified by ethically doing what is right, even when no one else is looking. So in most cases, what we are dictates what we do rather than vice-versa.
Now sometimes what we "do" can be contrary to what we really "are", due to pressures and circumstances. However if one keeps doing something contrary to what they are, then the unethical behavior pattern might change who they really are. Thus what you do then becomes to dictate what you are.