My personal opinion:
Some of you guys are getting too worked up over something trivial. There is nothing wrong with pointing out your competitor's weaknesses. If it is done in a tasteful and factual way, it is done all the time. Being "ugly", "nasty", or "mudslinging" is probably taking it too far. But I don't see Nitzan doing that.
As an example, Microsoft runs commercials making fun of Google/Gmail in their "Scroogled" campaign. They criticize that Google scans your email to show you ads. Is that out of bounds? What about the ones that make fun of Chromebooks, saying you can't do "real work" with them?
Another example: Who remembers all those Mac vs. PC commercials where Justin Long made fun of Windows left and right?
What about State Farm commercials that bash the "fly by night" cheaper insurance companies? They imply that anyone who isn't a household name is financially unstable.
Get off your high horses, this stuff isn't that life-changing
If you don't want to do business with someone, then simply don't do business with them.
Just MY OWN OPINION of course, please don't flame me.