(The Weekend Insight) - The Dark Side of Indian Startups: How UX Tricks and Unethical Tactics Exploit Users

In today's deep-dive, we will explore the growing prevalence of Dark UX patterns and unethical strategies in Indian startups—practices that prioritize short-term growth at the expense of consumer trust. From misleading pricing tactics to deceptive design elements that trick users into unintended actions, startups across sectors like fintech, edtech, e-commerce, and health tech are increasingly employing manipulative techniques.

Dark patterns are deceptive user interface (UI) designs that manipulate users into taking actions they might not otherwise take. These tactics are often used to boost metrics like sign-ups, purchases, or retention, but at the cost of user trust and ethical standards. Examples include:

Forced Continuity: Automatically charging users after a free trial without clear warnings.

Hidden Costs: Adding extra charges at checkout that weren’t visible earlier.

Misdirection: Highlighting a less favorable option to push users toward a more profitable one.

Advertising Standards Council of India (ASCI) Report on Deceptive Patterns (2024) analyzed over 12,000 screens from 53 popular Indian apps across nine industries like edtech, health tech, fintech and other. The report found that 79% of apps manipulated users into unknowingly sharing personal data, while 45% of apps misdirected users by highlighting certain interface elements while hiding others. Similarly, 43% of apps revealed additional fees during the purchase process, leading to higher final prices than initially quoted and 32% of apps created artificial time or stock pressures to prompt rushed decisions. Health-tech apps exhibited the highest prevalence of these deceptive patterns, followed by travel booking and fintech sectors.

Common Unethical Growth Tactics in Indian Startups

Indian startups, especially in e-commerce, edtech, and fintech, have been accused of employing unethical strategies to drive growth. Some common tactics include:

Fake Discounts and Pricing: Inflating original prices to show exaggerated discounts.

Aggressive Upselling: Pushing unnecessary add-ons or premium subscriptions during checkout.

Data Misuse: Collecting user data without explicit consent and using it for targeted advertising or selling it to third parties.

Fake Reviews and Ratings: Creating fake accounts to post positive reviews or suppress negative ones.

The Role of VC Funding in Enabling Unethical Practices

Venture capital (VC) funding, while crucial for startup growth, often exacerbates unethical practices. Investors prioritize rapid scaling and high returns, pushing startups to adopt aggressive and sometimes questionable tactics. Key issues include:

Pressure to Meet Targets: Startups are often forced to prioritize short-term metrics (e.g., user acquisition, revenue) over long-term sustainability and ethical practices.

Lack of Accountability: Many VCs turn a blind eye to unethical practices as long as the startup shows growth. For example, the Byju’s controversy in 2023 revealed how aggressive sales tactics and misleading claims were overlooked by investors until the company faced public backlash.

Valuation Over Ethics: The race to achieve unicorn status has led startups to focus on valuation at the cost of ethical business practices.

Types of Dark Patterns in Indian Startups

Deceptive Design & Forced Actions

Deceptive design refers to UI/UX strategies that trick users into taking actions they didn’t intend to, often for the benefit of the company. Forced actions involve making it difficult or impossible for users to opt out of certain features or services.

Sneaky Subscription Traps & Auto-Renewals: Many Indian startups use auto-renewal policies that are difficult to cancel, trapping users into recurring payments. Examples include:

1. Hotstar (Disney+ Hotstar): Users reported being charged for auto-renewals without clear opt-out options. One user shared their experience of being charged ₹149 without consent and faced challenges in deactivating the auto-pay feature.

2. Gaana: The music streaming platform faced backlash for automatically renewing subscriptions even after users attempted to cancel. A customer reported that Gaana deducted ₹499 from their account without authorization and found no option in the app to stop the auto-renewal.

Hidden Fees and Last-Minute Charges: Hidden fees are additional costs that are not disclosed upfront, often appearing only at the final stages of a transaction. Examples include:

1. Swiggy Instamart: Users reported dynamic increases in delivery charges at checkout without prior notice. For instance, a ₹49 delivery fee would suddenly jump to ₹99 during peak hours, leaving users feeling cheated.

2. UrbanClap (Urban Company): Service professionals complained about unexpected commission deductions.

Forced Account Creation & Data Collection: Forcing users to create accounts or provide personal data before accessing basic services is a common dark pattern. Examples include:

1. MakeMyTrip: The travel platform required users to sign up before viewing pricing details, a practice that discouraged comparison shopping and pushed users into sharing personal data.

2. Zomato: The food delivery giant restricted guest checkouts, forcing users to download the app or create an account to place orders. This not only increased app downloads but also allowed Zomato to collect more user data for targeted advertising.

These tactics erode trust and create a negative user experience, often leading to customer dissatisfaction and churn. Such practices prioritize data collection and user acquisition over convenience and transparency, often alienating potential customers.

Misleading Marketing & False Promises

Exaggerated Discounts & Fake Urgency Tactics Startups often use exaggerated discounts and fake urgency tactics to create a false sense of scarcity or value, pushing users to make impulsive purchases. Examples include:

1. Myntra: The fashion e-commerce platform was accused of displaying artificially high “original” prices to make discounts seem larger. For example, a customer noted a discrepancy in pricing for a pair of Levi's jeans, which was listed at ₹800 on an incognito browser but showed ₹1,100 on the Myntra app, suggesting manipulative pricing strategies.

2. Meesho: The social commerce platform used fake countdown timers to pressure customers into buying products quickly. Users reported that the timers would reset after expiring, revealing the tactic as a ploy to drive urgency.

Influencer Marketing Without Disclosure: Influencer marketing is a powerful tool, but failing to disclose paid partnerships misleads consumers into believing promotions are genuine endorsements. Examples include:

1. Mamaearth: The personal care brand faced criticism for paying influencers to promote its products without proper disclosure.

2. Lenskart: The eyewear brand’s influencer-driven promotions overstated the quality of free trial offers. Influencers claimed users could get “free glasses” without clearly mentioning hidden costs like shipping fees or mandatory add-ons.

Such practices mislead consumers and undermine the credibility of both the brand and the influencer.

Misleading Free Trials: Free trials are often used to attract users, but many startups hide the true costs or requirements, trapping users into paid plans. Examples include:

1. Unacademy: The edtech platform advertised “free courses” that later required payment for essential modules.

2. JioSaavn: The music streaming service trapped users into paid plans after free trial expiration without clear warnings. Users reported being automatically charged for premium subscriptions, with no easy way to cancel.

Exploitative Personalization & Psychological Traps

Algorithmic Manipulation to Maximize Spending: Startups often use algorithms to personalize user experiences, but this can lead to exploitative practices like dynamic pricing and behavioral manipulation. Examples include:

1. Swiggy/Zomato: These food delivery platforms have been accused of showing different prices to different users based on their spending behavior.

2. Ola/Uber: Ride-hailing apps like Ola and Uber have been criticized for surge pricing triggered when users check fares multiple times. This creates a sense of urgency, pushing users to book rides at inflated prices. Investigations revealed potential differential pricing based on the user's device, with iPhone users reportedly being charged more than Android users for identical routes. Both companies have denied such practices, but the allegations have prompted scrutiny from regulatory authorities.

Fake Social Proof & Manipulated Reviews: Fake social proof and manipulated reviews are used to create a false sense of trust and popularity. Examples include:

1. Byju’s: The edtech giant allegedly posted fake student testimonials to promote its courses.

2. 1mg (Tata 1mg): The healthtech platform was accused of featuring promoted reviews at the top while suppressing negative ones.

UI Nudging for Higher Engagement & Addiction: User interface (UI) nudges are designed to subtly influence user behavior, often leading to higher engagement or spending. Examples include:

1. Dream11: The fantasy sports platform used near-miss visuals and gamified betting mechanics to encourage spending.

2. Trell: The social commerce app used infinite scroll to keep users engaged with sponsored content.

These practices prioritize profit over user welfare, often leading to addictive behaviors and financial harm.

Aggressive User Retention & Exit Barriers

Friction in Subscription Cancellations & Account Deletions: Many startups make it intentionally difficult for users to cancel subscriptions or delete accounts, creating unnecessary friction. Examples include:

1. AltBalaji: The streaming platform required users to call customer support to cancel subscriptions, a process that was time-consuming and frustrating. For instance, a customer noted that after subscribing via an iPhone, the subscription failed to activate, yet the payment was deducted. The user sought remedies but faced challenges in resolving the issue.

2. Gaana: The music streaming app hid the account deletion option deep within its settings, making it nearly impossible for users to find. A detailed guide was created to assist users through the complex cancellation process, indicating the lack of straightforward in-app solutions.

Endless Loops in Customer Support: Some startups use customer support systems that are intentionally inefficient, creating endless loops to deter users from resolving issues like refunds or cancellations. Examples include:

1. WhiteHat Jr.: Parents complained about an endless loop of customer support when trying to get refunds for the edtech platform.

2. Vedantu: The live tutoring platform used aggressive upselling tactics when users requested refunds.

Data Withholding & Blackmail Strategies: Some startups withhold user data or make it difficult to retrieve after cancellation, effectively holding it hostage. Examples include:

1. Cure.fit: The health and fitness platform withheld user health data after membership cancellations.

2. Hike Messenger: The messaging app retained user contact information even after deletion requests.

These practices violate user trust and raise serious concerns about data privacy and ownership.

Indian Startups Accused of Unethical Practices

Indian startups in the e-commerce and quick commerce sectors have faced allegations of unethical practices, particularly concerning misleading discounts, fake flash sales, manipulated product rankings, and hidden fees. Below are case studies highlighting these issues:

E-Commerce & Quick Commerce

Misleading Discounts & Fake Flash Sales
Flipkart: The prominent e-commerce platform has been criticized for its flash sales, where limited stock availability has led to accusations of creating artificial scarcity. During the launch of Xiaomi's Mi 3 smartphone in 2014, the device sold out within 39 minutes on Flipkart, leaving many customers frustrated due to the rapid stock depletion. This incident raised questions about whether the scarcity was genuine or a marketing tactic to boost demand.

Further analysis suggests that such flash sales may serve as strategic tools to build consumer demand, especially when supply is intentionally kept low. This approach can create a false sense of urgency, prompting consumers to make hasty purchasing decisions.

Manipulated Product Rankings & Sponsored Listings
Blinkit: Blinkit offers advertising opportunities for brands to enhance product visibility, such as Product Booster Ads and Listing Spotlight Ads, these are marked as promotional content.

Hidden Charges in Instant Loans & Buy Now, Pay Later (BNPL) Schemes
RupeeRedee: This digital lending platform has been criticized for imposing high processing fees and service charges that are not always transparent to users. According to the company's fee schedule, processing fees range from 5% to 15% of the principal loan amount, while service fees can reach up to 19.5%. Additionally, interest rates vary between 28% and 58% per annum, depending on the loan specifics. Such charges, when not clearly communicated, can lead to borrowers incurring higher costs than initially anticipated.

User testimonials further highlight these concerns. One borrower reported that after receiving a disbursement of ₹15,661, they were required to repay ₹21,737 within 30 days, indicating an interest amount of ₹6,100 for a one-month loan. This example underscores the importance of borrowers thoroughly reviewing loan terms to avoid unexpected financial burdens.

Predatory Interest Rates & Debt-Shaming Practices 
Kissht: This fintech company has been accused of engaging in predatory lending practices, including exorbitant interest rates and aggressive recovery tactics. While specific interest rates are not publicly disclosed, some borrowers have been subjected to high rates coupled with coercive collection methods. These methods allegedly include persistent harassment and threats, which can cause significant distress to borrowers.

Edtech & Online Learning

High-Pressure Sales Tactics for Courses 
Byju’s: Founded in 2011, Byju's rapidly expanded to become a leading edtech company. However, its growth has been marred by reports of high-pressure sales strategies. Investigations have revealed that sales representatives often employ aggressive tactics, including relentless follow-up calls and persuasive pitches, to convince parents to enroll their children in expensive courses. These practices have sometimes led families into financial distress, with some parents taking on loans they struggle to repay. In response to mounting criticism, Byju's announced a revamp of its sales approach in early 2023, aiming to eliminate mis-selling and ensure a more transparent enrollment process.

False Promises of Job Placements 
WhiteHat Jr.: Acquired by Byju's in 2020, WhiteHat Jr. offers coding classes for young children. The company has been accused of making exaggerated claims about student success to boost enrollments. Notably, advertisements featured a fictitious child prodigy, "Wolf Gupta," who purportedly secured high-paying jobs at tech giants like Google at a young age. These fabricated success stories misled parents into believing that enrolling their children would guarantee lucrative tech careers. The Advertising Standards Council of India (ASCI) intervened, leading to the withdrawal of several misleading advertisements. Additionally, internal controversies arose when critics highlighted these deceptive marketing practices, resulting in legal disputes and further tarnishing the company's reputation.

Gig Economy & Delivery Platforms

Algorithmic Wage Manipulation & Unfair Ratings 
Dunzo: This hyperlocal delivery service has been criticized for its compensation structure. Reports indicate that delivery partners receive a small fraction of the total delivery fee charged to customers. For instance, in one case, a customer was charged ₹650 for a delivery spanning 24.1 kilometers, while the delivery partner received only ₹169, approximately 26% of the total fee. Such disparities have led to protests from delivery partners over reduced earnings and opaque commission structures.

Withholding Payments & Unclear Earnings Calculations
Urban Company: This home services platform has faced backlash from its service partners over policy changes perceived as unfair. In 2021, more than 100 beauticians protested against high commissions—reportedly up to 30%—and unsafe working conditions. The company responded by announcing a 12-point program aimed at improving partner earnings and livelihoods, including reducing the highest commission slab from 30% to 25% and marginally increasing prices for high-demand services to boost take-home pay for partners.

Health & Wellness Startups

Misleading Claims on AI-Driven Health Solutions 
HealthifyMe: Promoted as an AI-powered health and fitness app, HealthifyMe offers personalized diet and workout plans through its "HealthifySmart" program. The company asserts that its AI, named Ria, provides customized diet plans based on individual food preferences and continuously adapts to user feedback. However, user experiences suggest a disparity between these claims and actual service delivery. These accounts raise concerns about the app's ability to deliver on its promise of AI-driven personalized health solutions.

Fake Product Reviews in the Wellness Industry 
Traya Health: Positioned as a holistic solution for hair loss, Traya Health combines Ayurveda, dermatology, and nutrition to address hair fall issues. The company claims a high success rate, with personalized treatments tailored to individual needs. However, some customers have expressed dissatisfaction, alleging that the products did not yield the promised results. A review on detailed a user's experience of increased hair fall after four months of consistent use, with no meaningful support from the company's customer service. Similarly, a Reddit user voiced concerns about the efficacy of Traya's treatments, describing them as "false advertising" after experiencing worsened hair fall and unresponsive customer support.

Legal and Ethical Considerations

Indian Consumer Protection Laws & Startup Regulations

Google Play Store Guidelines Violation: In a concerted effort to safeguard consumers, Google has actively removed numerous non-compliant fintech lending applications from its Play Store in India. Between April 2021 and July 2022, over 2,500 fraudulent loan apps were taken down for violating user safety policies and not adhering to the country's banking regulations. This decisive action was in response to concerns raised by the Reserve Bank of India (RBI) and other regulatory bodies about the proliferation of unregulated digital lending platforms that often engaged in predatory lending practices.

Byju’s Lawsuit: The edtech giant Byju's has faced legal challenges due to its aggressive sales tactics. In one notable instance, a civil services aspirant filed a complaint alleging that she was lured into purchasing a course through misleading advertisements and high-pressure sales strategies. The district consumer court ruled in favor of the complainant, ordering Byju's to refund the fees along with compensation for the financial and mental distress caused. This case highlights the imperative for edtech companies to maintain transparency and adhere to ethical marketing practices to protect consumer interests.

Landmark Cases & Legal Battles in India

Flipkart: Flipkart, one of India’s largest e-commerce platforms, has faced multiple legal challenges over predatory pricing, preferential treatment of sellers, and misleading discount tactics. The company has been accused of artificially inflating prices before sales to exaggerate discounts and giving unfair advantages to select sellers during its Big Billion Days sales. In 2020, the Competition Commission of India (CCI) launched an investigation into Flipkart and Amazon over exclusive partnerships and algorithmic manipulations favoring certain sellers. In 2024, the probe found both companies guilty of breaching antitrust laws, leading to legal battles and discussions on stricter e-commerce regulations. Despite court challenges, India’s Supreme Court upheld the investigation, reinforcing the need for greater transparency in online marketplaces. As regulators tighten scrutiny, Flipkart and other e-commerce players must adopt fair pricing, competitive neutrality, and consumer-friendly policies to maintain trust and avoid legal repercussions.

Zoomcar: This self-drive car rental service has encountered multiple controversies. In December 2015, the Advertising Standards Council of India (ASCI) banned a Zoomcar advertisement for violating the Dowry Prohibition Act, 1961. Additionally, in July 2018, Zoomcar experienced a data breach exposing the personal information of over 3.5 million users, including names, email addresses, and passwords. Post-pandemic, the company shifted to a marketplace model, allowing private car owners to list their vehicles for rent. However, this practice of renting out private (whiteboard) cars for commercial use is illegal in India, leading to scrutiny from transport authorities. Furthermore, numerous customers reported significant delays in receiving refunds, with some waiting over eight months, prompting widespread criticism on social media platforms.

Global Regulations and Standards

Global regulations governing startups emphasize consumer protection, data privacy, and ethical business practices. These frameworks vary across regions, reflecting different legal traditions and policy priorities.

European Union: The European Union (EU) enforces the General Data Protection Regulation (GDPR), a comprehensive data privacy law that mandates strict guidelines for handling personal data. The GDPR requires businesses to obtain explicit consent for data processing, ensure data portability, and report breaches within 72 hours. Non-compliance can result in fines up to 4% of a company's global annual turnover. This regulation has set a global benchmark for data protection standards.

United States: In the United States, the Federal Trade Commission (FTC) oversees consumer protection and enforces data privacy regulations. The FTC has been the chief federal agency on privacy policy and enforcement since the 1970s, enforcing laws such as the Fair Credit Reporting Act. The FTC's primary legal authority comes from Section 5 of the Federal Trade Commission Act, which prohibits unfair or deceptive practices in the marketplace.

In 2023, the FTC released its Privacy and Data Security Update, highlighting its ongoing efforts to protect consumer privacy and data security. The report outlines various enforcement actions and policy initiatives aimed at ensuring businesses adhere to established privacy standards.

Canada: Canada's privacy framework is governed by the Personal Information Protection and Electronic Documents Act (PIPEDA), which sets standards for data collection, use, and disclosure in the private sector. Recently, Canada's privacy watchdog initiated an investigation into X (formerly Twitter) to assess potential violations of federal privacy laws concerning the use of personal data for AI model training. This underscores Canada's commitment to enforcing data protection in emerging technologies.

Global Perspective: Internationally, data privacy and consumer protection laws are evolving to address the challenges posed by digital transformation. A significant majority of countries have enacted data protection legislation, reflecting a global trend towards strengthening privacy rights and ensuring ethical business practices in the digital age.

These examples illustrate the diverse approaches to data protection and consumer privacy worldwide, highlighting the importance for startups to stay informed and compliant with regional regulations to foster trust and ensure sustainable growth.

Impact of Dark Patterns on the Indian Startup Ecosystem

The use of dark patterns—deceptive design tactics that manipulate user behavior—has serious consequences for Indian startups. While these tactics may drive short-term gains, they often lead to a loss of consumer trust, regulatory action, and long-term business challenges.

Loss of Consumer Trust & Brand Backlash

Indian consumers are increasingly aware of unethical business practices, and startups that employ dark patterns risk damaging their reputation. Negative customer experiences spread quickly on social media and consumer forums like Twitter, Reddit, and Trustpilot, leading to public backlash.

For instance, Byju’s has repeatedly been criticized for misleading sales tactics, where parents were pressured into buying expensive courses. This has led to a surge in complaints and refunds, affecting the company’s brand image. Similarly, Blinkit faced customer outrage when users discovered that delivery charges and surge pricing were not always transparently communicated.

According to a LocalCircles survey, 56% of Indian online shoppers found ratings on the eCommerce sites and apps to be positively biased over the last 12 months. Such negative perceptions directly impact user retention and loyalty.

Regulatory Crackdowns & Legal Consequences

With rising consumer complaints, Indian regulators have started taking action against deceptive business practices.

Consumer Protection (E-Commerce) Rules, 2020: These rules prohibit misleading advertisements, false pricing, and manipulative algorithms that deceive consumers. Platforms like Flipkart and Amazon have faced scrutiny under these provisions.

RBI’s Digital Lending Guidelines: In response to unethical practices by fintech lenders, the RBI mandated greater transparency in loan disbursals, banning hidden fees and aggressive recovery tactics. Several apps, including Kissht and RupeeRedee, faced regulatory action.

Google removed over 2,500 lending apps from its Play Store in 2023 for violating consumer protection norms in India. Many of these apps were flagged for offering misleading loan terms and predatory interest rates.

In the edtech space, Byju’s faced legal scrutiny for violating consumer protection laws by using misleading sales practices. The National Consumer Disputes Redressal Commission (NCDRC) has received multiple complaints against the company.

The Long-Term Cost of Short-Term Gains

While dark patterns may help startups boost sales or user engagement in the short term, they often lead to greater long-term damage.

Increased Customer Churn: Once users recognize deceptive practices, they tend to switch to competitors with more transparent policies.

Higher Customer Acquisition Costs: Startups that lose consumer trust have to spend significantly more on marketing and discounts to regain lost customers.

Legal and Financial Liabilities: Regulatory fines, lawsuits, and refund claims can financially strain startups, especially those operating on thin margins.

Investor Skepticism: Unethical business practices can make investors wary. For instance, Byju’s valuation was slashed by investors like BlackRock, partially due to concerns over its business practices.

To sustain long-term growth, Indian startups must shift toward ethical and transparent business models. Startups like Zepto and Tata Neu have gained consumer trust by focusing on fair pricing, clear refund policies, and user-friendly experiences.

Fighting Back: Ethical Growth & Consumer Awareness

As Indian consumers become more aware of deceptive business tactics, startups must shift towards ethical growth strategies. Transparent policies, fair pricing, and responsible business practices are not just moral choices but essential for long-term success.

The Role of Ethical Design in Startup Success

Ethical design focuses on creating user-friendly experiences without manipulation. Indian startups that prioritize transparency and customer trust often see higher retention rates and stronger brand loyalty.

CRED & Zerodha: Both fintech startups have gained user trust by offering clear, transparent financial services. CRED rewards timely credit card payments without hidden fees, while Zerodha’s simple, upfront brokerage structure has helped it become India’s largest stockbroker.

Tata Neu & Zepto: Unlike many quick commerce platforms that hide surge pricing, Zepto displays estimated charges upfront. Tata Neu, backed by the Tata Group, follows a customer-first approach, avoiding aggressive cross-selling and misleading discounts. With increasing scrutiny from regulators and customers, startups that embrace ethical design will have a competitive edge in India’s digital economy.

How Consumers Can Identify & Avoid Dark Patterns

Indian consumers can protect themselves by recognizing common dark patterns in e-commerce, fintech, and other digital services:

Hidden Fees & Charges: Always check terms and conditions before subscribing or making purchases. Fintech apps like RupeeRedee have been accused of misleading users about loan interest rates.

Fake Scarcity & Flash Sales: Be skeptical of urgent “Only 1 left in stock!” messages, especially on platforms like Flipkart, which has been accused of manipulating stock availability.

Difficult Cancellation Processes: Companies like Byju’s and AltBalaji have made subscription cancellations intentionally difficult—look for clear refund and cancellation policies before purchasing.

Misleading Claims & Reviews: Many health and wellness startups, like Traya Health, have been accused of making exaggerated claims. Always research products beyond sponsored reviews. Platforms like LocalCircles and Trustpilot provide real user feedback, helping consumers make informed decisions.

Investor & Founder Responsibility in Building Transparent Businesses

Venture capital firms and startup founders play a crucial role in shaping ethical business practices. If startups prioritize short-term growth at the expense of consumer trust, it can lead to regulatory action and long-term losses.

Investor Scrutiny: Major investors like Sequoia Capital and SoftBank have faced criticism for backing aggressive growth-at-all-costs startups, such as Byju’s and OYO, both of which later faced consumer backlash and financial struggles.

Founder-Led Ethical Practices: Startups like Zerodha (Nithin Kamath) and Noise (Amit Khatri) have focused on sustainable business models, prioritizing long-term trust over misleading marketing.

Regulatory Pressure: The Indian government is introducing stricter consumer protection laws. Investors are now more cautious about funding startups that rely on misleading sales tactics or hidden charges.

Conclusion

Dark patterns may drive short-term growth, but they ultimately erode consumer trust, invite regulatory action, and damage a startup’s long-term prospects. As Indian consumers become more aware, businesses that prioritize transparency and ethical practices will have a competitive edge. The future of India’s startup ecosystem lies in trust-driven innovation, where success is built on genuine value rather than manipulation.