Innovate - 6:16 pm on Sep 17, 2012 (gmt 0)
Obeying what Google wants you to do and morality are two different things.
Instead of ethics, what you mean is that you believe the competitor's consultant is using a tactic that may violate Google's webmaster guidelines.
Your time would be better spent focusing on how to grow your business. You should not have time to go tell mommy about what your big brother is doing in hopes that she will give him a time out.
Now if Mommy is giving you a referral fee that makes it worth your time, then by all means, go for it. But if Mommy is not, then you little brother need to focus on little brothers area of the playroom and how to make sure it's up to par.