Conspiracy theory - you know you love them!

If I was about to float a large wine company on the ASX, would it be worth spending, say $10 million, on a stake in a competitor? It would make a competitor analyse look a lot friendlier and would also give a good feeling towards the sector for potential investors. Considering there are only two wine plays on the ASX, you would get good bang for your buck.

Let's say your profit is $50 million and you can currently list with a market cap of $500 million equating to a PE of 10 (industry average). If you can lift the industry average to 15 by spending $10 million (entirely hypothetical) you would manage to float for an additional $250 million (while hopefully maintaining your original investment in your competitor).

PS, I have no idea on the legality or ethics of this
PPS Do ethics actually exist in this market?

Regards

Rusty