People will find a market unethical if it's consistently biased in a way that seems unnecessary and "unfair." In this context, since bribery isn't a common part of American culture, it seems unfair to give an advantage to people who are skilled at it.
The situation you described is very opaque, compared to the television market. How well is "well," and how much better might the service be? The answers vary wildly depending on your manner and the establishment in question, and you're almost never going to know them before you pay.
