[awinter-py]

Ethical systems all have 'don't make waves' built into them. Everyone who horns into a crowded market or even a greenfield is in some psychological sense a rule breaker. Competition and strategy are psychologically hard if you view your competitor as the in-group

[wsinks]

And yet, often times your competitor is in the in-group when thinking about what your 'industry is' and how your actions and your competitors' actions raise or lower the profile of the industry.

When I play sports, I compete to win. I also don't try to break their ankles.

In business, I can see that if a business attacks your business in a breaking way, maybe you need to retaliate in same. But as a default? I challenge the concept that everyone who horns into a market is a rule breaker. They are a norm breaker, and that could be conflated with rules, but I don't think that's quite the same.