What is a profit seeker to do upon the discovery of a fact that, if revealed, would decrease profit?

It's time to recognize that the idea of business, although potentially good, is not neccessarily good. I've seen far too many cases where a business man knows of something that is true-- and that is potentially beneficial to his customers-- and at the same time-- adds no additional profit to the businessman's accounts. What is he to do? My personal thinking and actions have always tried to steer to revealing the new fact to allow the customer to decide, even if that meant my profits would decrease. The reason I have done this-- is twofold-- It's honest and ethical-- and I always knew I could make up the potential loss by addition an additional element to my business that the customer could not get elsewhere. This "creative destruction" was never a source of fear for me-- since I enjoyed creating new components to my business operations.