The Golden Rule applies to business, imo. And I don't think it's just some antiquated do-gooder attitude that means giving up some profit. I think operating your business in an ethical way makes good business sense as well. Our mfg co (koldking.com) is unique in that we refuse to sell a roof rig to customers' competitors. I have turned down around 15 rig sales in the last 3 years for that reason, at around $15k profit ea. Our competitor's laugh at our policy and say it's just a sales gimmick. But that customer
loyalty is usually a 2-way street and it comes back to us manifold. So long as our competitors, combined, don't do 1/2 the business we do, they can laugh all they want.
BW, unless I misread your profile, most of your 13 years experience has been working for someone else. If that's the case, I'd tell you that there is a lot more nuance to being in business than just the dollars and cents. What goes around comes around - if you make a habit out of sticking car washes right under the nose of other car washes, it's just a matter of time until someone with deeper pockets than you does the same to you.
I know of a slamdunk location in Lubbock, less than 1/2 block from a marginal car wash that is barely scraping by. The lot can be had very reasonably, and as I say, it's a no brainer location. I guess I should just jump on it and send the other car wash owner on into bankruptcy? What a way to go through life.