Intriguingly, people don't lie and cheat indiscriminately -- simply because they can get away with it. Even when there is no chance of being found out, people show some level of aversion to acting unethically. They want it both ways: to profit by dishonesty, but also to preserve some sense of themselves as moral beings.
If you accept the position that the only thing corporations should care about are profits, then a trend that decreases profits might be thought of as harmful. But the only perniciousness that I see is the inherent danger of a profit-only mentality that views a thoroughly wholesome, healthy, environmentally beneficial trend like parents making their own baby food as pernicious.