Do you hustle?

"Hustle" as in to work hard towards a goal, using whatever means necessary. The ends justify the means. Let's take an example. AI and ChatGPT is the hot topic now. Many businesses proudly exclaim their products are AI-based, or they launch such products. Do you consider this cleverly leveraging market trends, or do you consider this not quite honest? One school of thought is for a business to survive and thrive, we must be creative, use all means necessary (as long as not outright illegal) and we cannot be choosy and shirk away from what we are uncomfortable with. Another school of thought is a business must set a clear vision, mission, identity and guideline on how it operates, and stick to them throughout all ups and downs. What is your take about hustling?