I can't even imagine a person NOT following that practice as a successful business. If you can make a profit, and it's legal, and you IGNORE it, your shareholders will find you and put your head on a platter.
If R0H1T was running Intel right now and hadn't shown marketshare growth due to ignoring contra-revenue, stockholders would have fired him.
Business isn't some moral debate, it's about turning a profit.
The fact that some recent businesses use "morals" as a way to lure customers in doesn't change this underlying concept that a business is run for the benefit of its shareholders.
Not so that the CEO can feel holier than everyone else on the planet.