Good faith towards retail customers is the first cross-cutting obligation: a standard of honesty, of fair and open dealing, and of conduct that matches what those customers reasonably expect. The guidance gives failures: disregarding customers' interests in product design or in how information is presented, exploiting behavioural biases or information gaps, and treating customers differently once they are locked in. Pursuing legitimate commercial interests and profit remains allowed where it is done consistently with the Duty.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.