Two questions bring this to mind, one just today, Vayama - price quoted at booking was increased after ticket confirmation and one from a while ago Is Canadian Visa Expert a legitimate company or a scam?.
In the case of canadianvisaexpert, while it was generally agreed that their business was ... scammy ... a user account was created with that same name and posted an answer defending the company. While those who are intimately familiar with the process of obtaining and using visas would consider this business as (potentially) a waste of time and money, someone, perhaps older and less computer savvy might find them a godsend. They aren't an outright scam, taking money and returning nothing, they are just an expensive way to get someone else to do a portion of what you might not have the time, knowledge or inclination to do.
We, in this travel.se have a tremendous capability of hurting a business. Perhaps badly. Perhaps, even to the level of litigation by the company. Is that what we want? How do we determine, objectively, provably, if a company/website/individual is scammy/unethical?
More importantly, do we care?