As another commentor said, "They say the right things … they will tell you humility & respect are important, but they don’t seem to live it very well."
How respectful is moving 15 feet way from a competitor in a tiny niche like this? No not figuratively, literally all that separates the 2 schools that share the same parking lot is a 15 foot driveway. I have never seen anything like this happen in Jiu-Jitsu. This isn't big business like Walmart where a ethics don't mean much. This is a tiny niche where you really don't need to engage in predatory practices.
Action speak louder than words. Look at not what they say, but what they do.