I think it's especially telling that he defaults to deception in a case where the more honest, transparent, and honorable action is both obvious and more personally beneficial to everyone involved.

Using advertising and pre sales contacts to determine demand and design a product is quite reasonable (and standard; the innovation is that self-service AdWords makes it a command-line process vs. a formal effort), but the respondents are your first, best, and potentially most loyal customers, so screwing them even a little right off the bat is bad for a lot of reasons.

When the game theoretic amoral behavior and the "conventional, moral" behavior tend to converge, it's probably the correct choice.