Growing up, my dad would say "Behave as if everything you are doing is going to be on the front page of the New York Times." It was his way of saying: be ethical and upright.
In the pre-Internet era, most things wouldn't make it. Now, everything does.
Here's a story of how Best Buy seems to have a "special Intranet site" for in-store customers that shows different prices than the real website...giving them the ability to deny you a discount/rebate if the web is lower than the price in the store.
These kind of shenanigans catch up with you...even more so today. Resist the tempation.