According to Mills, as Matrik will tell you, whatever brings the most people the most happiness, must be ethically correct. Therefore, any lying among capitalists is almost certainly reasonable. Company B will continue to pay your executives, Company A's executives will continue to delude Company B's executives, Company A's workers will continue to slave 8 to 6 for low wages, and American consumers will undoubtedly purchase an abundance of whatever is being sold, if marketed well and during whatever show is popular on TV now.

P.S. Seriously, business is always lies. That's the whole point. Advertising and consumption and free market competition is what makes all this work. Using the "best" workers you have available for an agreed random test is dishonorable, but not unethical within a capitalist framework.