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Let's say you used to go to a Borders once or twice a month. You like books so yo like to browse about, you read a few pages and put it back, or the author catches your attention and you end up buying the book every now and then. Obviously you also bought all the books you planned to read at Borders. During a year you probably spent $300 - $350 at Borders.
Along came Amazon.com, you like their prices. Your planned purchases no longer goes to Borders, you now spend $100 - $150 per annum with Borders, because you still like to browse about, after all there is no ambiance at Amazon. Then you get a Smartphone, suddenly you can do instant price checking. You browse at Borders, check the price with your phone and see that it is 30 % less at Amazon. You make a rationale decision to purchase from Amazon, you already have some books on your TBR list, you can wait a few days before you read it, but for some books you still want them immediately, you now spend $50 - $75 a year with Borders. Along comes the Kindle..., but you still like to browse paper books and you still enjoy the ambiance.
Now all your decisions here have been perfectly rationale, you are maximizing your utility (is how economists describe it, I believe). So no, you haven't been unethical in any way, but neither are you in a position to complain that you no longer have a place to browse books and enjoy the ambiance of that experience.
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