My viewpoint stems from a business perspective. If you are in a competitive market, you have to be competitive - cream rises to the top because it's lighter after settling. Anyone who is in any kind of competitive business has to compete better (or as well) as their top market competitors. If a provider wishes to offer incentives in order to rise to the top or stay competitive in her market, that's just a business decision she makes with a client. Whether the client accepts that or not is a whole 'nother discussion.
If I was a provider and wanted to remain competitive, I would surely do the absolute best job I could, offer my clients incentives (in whatever capacity they may be), and market the hell out of myself through satisfied customers, direct advertising and "teasers" to get new clients. That's smart business.
As a client, my own moral compass would guide me as to whether it was "worth" it to me or not to take the incentive, modify it or reject it.