The normalization of ephemeral businesses would be harmful in at least one respect -- customers wouldn't be able to know who they're doing business with and avoid the ones that they would prefer to avoid.
I’m not confident that is the case anyway. Modern business has a level of complexity that a given customer has to prioritize the levels of avoidance they can tolerate. You might avoid businesses that have a bad reputation of workers rights, sustainable resourcing, customer privacy, humane treatment of animals, responsible security disclosure, etc. but can you avoid all of those things if you wanted?
It's certainly not possible to avoid every business who has practices you disagree with, even if you're fully aware of their practices. But you can to some degree, and that's far better than nothing. It would be a shame to make doing that even more difficult than it is.
