Shady?

Sometimes I ask myself, if someone is a bad person, if they work for a company that does some kind of shady things.

Like nudging people to buy stuff they do not need, to watch ads for useless stuff etc.

Are there any companies that do not do shady stuff?

What does "shady" actually mean?

If my neighbor does shady stuff, then am I also allowed to do shady stuff?

Am I even not "clever", if I do not do shady stuff, because everyone is doing it?

Am I guilty of being a part of a shady system?

Should I feel compassion for people who do not game the system (by doing shady stuff and letting society pay for it)?