Is my competitor going too far or are we not going far enough?

I love competition! It makes me, and hopefully my dealership, better as
it keeps you on your toes to keep thinking outside the box and come up
with unique and interesting ideas. We all use SEM and SEO to get the
jump on our competition and I for one would never begrudge a dealership
for bettering me. I will, however, try to one up them next time.

I also believe the expression All is fair in love and the car business
is not true. I have always tried to do things on the up and up with fair
competition without resorting to untruths. There is a dealer in our
market that I feel is operating in a less than ethical way and I'm
curious how everyone else feels. Is what they're doing part of the game
or is it just over the line.

What they are doing is getting P.O. Boxes in our immediate area, (Our
Area Of Responsibility as Acura puts it) and putting up false Google Map
locations (Their Princeton location is smack in the middle of Princeton
University). We've tried diplomatic ways to get them to stop to no
avail. They had pulled it down for a few months but now they're back
with force.

Is this fair business practice or over the line? If fair, then should I
begin a war they can't win or, maintain my dignity and fight unfair with
fair?

Any thoughts would be appreciated.