Do you think what Sears did to it's online customers was fair or ethical? They put iPads on their website for $69 - see additional info -
Then they took the customer's money and even sent shipping confirmations to the customers. Later they changed their minds, claimed it was a mistake by 'a third party' (even though Sears sent the confirmations), and reneged by issuing cancellations. Would you trust a company that does this. They didn't even have the common sense to apologize or offer a discount - they just cancelled it.