Gillespie believes that it ought to be that businessmen are honest with their allies and competitors saying that "the morally desirable state of affairs can be produced by everyone, or virtually everyone, doing his part. He then counteracts this statement saying that if "one does what everyone ought to be doing but is not doing, then one will be at a disadvantage. " The likelihood that all businessmen would act using the ethical standards of society is very slim, and even if companies where to act on such moral grounds, there would be a select few "invisible men " taking advantage of these companies. The business world is like Darwin's "survival of the fittest " which makes it ethical for businesses to bluff to one another in order to seize opportunities as long as it is not illegal, as long as other businesses are doing the same, and as long as it is not disadvantageous or harmful to society.

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             The general public to the business world is like a lone toddler to the creepy guy driving an ice cream truck. It's a hot day and the idea of ice cream sounds great, but one of three things could happen. One, you buy the ice cream at an honest price and you go on your way. Two, you can buy the ice cream, but the ice cream man knows you're parched and dying from heat so he sells you an ice cream bar for 20 dollars. Three, you go to buy ice cream and the creepy man says "come and pick your ice cream from the back of my truck " and kidnaps you. Of course, scenario one would be the best case, but often time's scenario two happens. Gillespie says "no one ought to take unfair advantage of others, but no one is obligated to let others take unfair advantage of them. " It is our responsibility as a consumer to know when we are blatantly being taken advantage of by a company and we are held responsible for participating in those obvious business "bluffs ". Other times, those bluffs aren't obvious and you could get snatched up and harmed by a company's unethical actions.