It's an interesting story about photoshop...
I don't see anything new to be honest, in photoshop you can of course change a lot of stuff, and people get scandalized for this. What about in the darkroom? So for me the problem is not only ethical, but even before it's about aesthetic (photographers are supposed to be quite good in aesthetic, not so obvious in ethic). Even if you don't have a judge that disapproves your workflow you should realize that pushing at the maximum color contrast and saturation means almost nothing, you can just have a really bad picture (sure, at least full of color, but who cares)