You yourself admit that EE used grey-hat practices and spammy marketing. If, after being named and shamed they apologized, and admitted that they were doing morally wrong stuff, and stopped doing that - then they wouldn't deserve a campaign.

They didn't, and apparently still don't - so they deserve whatever people think about them. Instead of making excuses, you need to apologize - it's that simple.

If your business model really, really, needs cheating your users - then the ONLY moral way out is to quit, no matter what other good things are there.