I have done business with people/companies on GFY as a result of positive things I have read about them and their companies, and similarily I have opted to not give my business to other people on GFY whom I believe have demonstrated poor ethical judgement or who I perceive to be negatively impacting the industry (through the support of spyware, buying ad space from known content thieves, etc).
Boards such as this can serve as a moral/ethical compass for those that stray, and can even have the potential to help facilitate communication and positive changes in our industry (although the latter seems to be akin to herding cats at times).
ADG