I'll make you famous (or Adidas will)

Kevin, do yourself a favour and read with understanding.

What he means is, there will always be a group of people who want to "feel smug" therefore unethical. Same people who buy ivory products and alligator belts.

I dont think he meant that at all. Reading back over it again, and his response, it seems to me he is saying that people buy ethical products out of desire to lord it over those who dont.