But does not doing wrong, prevents you from going out of business? What if you desperately need to sign a sketchy deal which helps you keep your business afloat and if you try finding some better way which does not exist, you end up losing your business.

I think what's good in market differs from what is good in general. Those two are a different thing, you might want the market to accept your "good behavior" as default but that won't make it more profitable by default.