It's business and it can get really dirty, no doubt about it. What keeps the networks from copying your successful campaign, especially if they know every details? Profit sometimes erases the line of moral boundaries. True there are some honest networks but the best way to prevent from theft and circumvention is to build a powerful brand, get your name out there and develop a following. It will be a lot of work, but it will also secure that your efforts are for the long term and you'll be around years from now.