I don't see the two of them as being any different than any of the other "super" promoters that have existed throughout the history of the sport. Boxing is a business, always has been and always will be. And the nature of business is to make as much money as possible, and if the easiest way to make the most is by cheating somebody else, it's just business!!
And King not only got Ali to fight Holmes, he also (according to some) shorted his end of the money by $1million.