Every other fork of the Bitcoin code base is doing their own thing, which is the open-source way, and I totally encourage that. The PROBLEM however, is that BCash is not simply forking and deciding to try out new rules -- they are actively using tactics to claim they ARE Bitcoin.

What exactly are you referring to?

Are you saying that Bitcoin Cash is trying to confuse people into buying BCH when they actually want to buy BTC?

Or is it the fact that Bitcoin Cash is claiming to be more philosophically aligned with Satoshi than Bitcoin Core?

The former would be unethical, the latter is absolutely true.