First: what does it mean to rip someone off?

One way to define it is simply failing to give full value; representing that you're giving your best, when in fact you're not.

By this measure…

If you're not building your business as big as you can, you're ripping people off (your customers, vendors, suppliers, employees and affiliates).

You're even ripping off your competitors, by failing to set the bar higher (and this driving them to greater levels of success).

Stop ripping people off.