From the New York Times obituary of California clothier Fred Segal:
Mr. Segal credited his early success to his ability to be honest with customers.
"I learned at a very young age that the area of no competition is in integrity," Mr. Segal told Haute Living. "When I was selling in my store to my customers and they came in wanting to buy this or that, if they put an outfit on and they asked me for my advice, part of the time I'd say, 'Take that off, don't even buy that, that would be ridiculous, you don't even look good in that.' That's really deep honesty. You don't find that in business, you know?"
Actually, one does find that in successful businesses more often than critics of capitalism might imagine. Capitalism is not all about ripping people off, in part because ripped off customers are unlikely to return for repeat business. Customers who are treated with respect and integrity become loyal and even help improve your reputation by telling their friends. Capitalism reinforces virtue, as people who have thought carefully about this going all the way back to Adam Smith have understood.
I don't want to be unrealistic about it; there are dishonest businessmen and businesswomen, just like there are corrupt politicians and crooked operators of nonprofit enterprises. But long-term, the incentives within capitalism to treat customers with integrity are pretty strong.