| | Re: Is this cheating or unethical?
I don't think it's a crime at all to "shop" the competition. It's a valid marketing tool and used by many businesses--large and small.
I think the line of integrity is crossed when someone outright markets the competition's idea as one's own, tries to copyright it, claims ownership etc. Tutus are a dime a dozen on Etsy, but if you are good, you will stand out. Wow them with stellar customer service, turnaround time, the extra mile!