My brother in law is a dentist. He graduated with honors from dental school but was one of the very few that did who went into general practice rather than one of the more lucrative specialties with more regular hours. He is constantly keeping himself abreast of the latest treatments and procedures and invests heavily in keeping his equipment up to date. But he recognizes that there is plenty of honest work and you are better off building trust with your patients rather than pissing some of them off and having people bad mouth you just so you can make a few extra bucks.
His integrity is very refreshing. Rare, but refreshing.