If your friend complains about something you talk about then you stop talking about it.

If your friend complains about something they saw you do then you stop doing that in front of your friend.

If you're getting money to do something why would you stop just because a friend complains?

This is ultimately an ethical question. Not everyone has the same ethics.

I disagree. Some people lie just for the fun of it.

And some people tell the truth. Just because some people do it, doesn't necessarily mean that its likely in this case.

Shame and revenue are powerful motivators.

I very much doubt shame was involved. At least I don't think I know anyone who would feel shame over doing this

I have prior experience with a friend deciding to get into shady Internet ripoff stuff. They definitely were ashamed to discuss it with me and ended up trying to lie about it so they wouldn’t lose me as a friend. I don’t contradict that some would be unashamed, but I encourage giving more credence to the human capacity for cognitive dissonance.