How is it any less ethical than paying for post promotion, and from what I heard most post promotions were not that profitable.

I don't see anything unethical about it. The truth is most people that have huge payouts are friends with people that have a lot of SP (or maybe negotiating behind the scenes deals) and have a lot of auto votes. All Whaleshares does is give you an option to get into the game rather than sit on the sidelines.

No one get's hurt by the use of Whaleshares.