A: What I don't like about your beloved capitalist system is that to win big, you have to be dishonest.
B: There's no such thing as dishonesty in the free market. It is the perfect reward mechanism; it promotes enterprise, productivity, efficiency, and fitness to demand; while penalising laziness, mistakes, and failure to deliver what people want. The invisible hand is infallibly leading us to a perfect outcome.
A: Whether the system is perfect or not, whether one admits the possibility of a "free" uncorrupted market or not, isn't it self evident that whatever system we have rewards most those who are adapted to thrive within it? - Not those, for instance, whose motives may be social good?
B: The market rewards those who deserve to be rewarded. Survival of the fittest. Culling of the weak. Any other policy would be worse.