One  　 feature of business is its economic character. In the world of business, we interact with each other not as family members, friends, or neighbors, but as buyers and sellers, employers and employees, and the like. Trading, for example, is often  　 by hard bargaining, in which both sides conceal their full hand and perhaps  　 in some bluffing. And a skilled salesperson is well -  　 in the art of arousing a customer's attention (sometimes by a bit of puffery) to  　 the sale. Still, there is an "ethics of trading" that prohibits the use of false or deceptive claims and tricks such as "bait-and-switch" advertising .