The ethics of the thing seem to involve support mechanisms like disclosures, making the situation more broadly approved and more easily supported upon closer examination.

Supporting factor example: You know your thing is good, so you pay somebody to review it, knowing otherwise it doesn't have a chance against more popular, yet inferior products that are holding the industry back, maybe even humanity.

Typical situations aren't so serious but it's a good idea to explore the circumstances broadly and deeply both. "Use/not use" probably isn't a deep enough model and looking broadly it doesn't reflect the type of thinking that is going into the common case, let alone the successful case that meets with general approval. Good luck.