On some ideal level, (good) people exchanging value should seek win-wins. My impression is there are virtuous people who become wealthy even if their transactions are win-wins (a la "the better mousetrap"). While it's obvious that many businesspeople are criminal, there is a spectrum between virtue and criminal that's well populated. I'm all in favor of studying, documenting and publicizing the behavior of the rich to make salient the pathologies of their moral deficiencies -- a scarlet letter, so to speak -- so there can be a structure or system for public shaming and censure. We mock our billionaire astronauts, but it comes off as too ad hoc, as if they were good people who stumbled and did just one bad thing.