'Business is Business' is a common refrain in a world where many people think of our actions as anonymous. This idea is generally promoted as good advice for a customer, but is it good advice for a business in the modern world (Yelp, Facebook, etc...)? Belly exists because we fill the obvious left by many firms who operate in the world of anonymous capitalism. We help businesses create enduring relationships with customers, promoting an intimate approach to capitalism where relationships are positive ROI. Businesses understand the power of reputation and loyalty in maximizing firm value. But is the creation of loyalty through relationships inherently 'ethical' as well?