A strong lion may seemingly indulge such a code of honor for a while - not because of honor, but because healthy antelopes taste better and the lion is fast enough to catch them. But these conditions can change at any moment.

This mirrors how, in general, markets approach human values. They're a nice thing to have if you can afford them, perhaps you can mention them in your marketing - but the moment competition threatens your margins, you'll drop these values to stay competitive. Ethics is a market inefficiency, and expecting companies to behave ethically over time if not explicitly forced to is, indeed, naive.