Should Youtube, have refrained from using copyrighted material that contributed to their popularity, given it greatly increased their chances of success compared to the other nascent video sharing sites at the time?
Was reddit.com, wrong for using sock-puppets accounts to kickstart content when they were starting out?
Some will say it's always wrong to use 'x' in a strategy no matter what. Others would argue that while 'x' might be a bit evil, it's necessary to ensure survival, and will result in a greater good (ie the service being useful to millions vs extinction) in the long run.