So are banks. But, that's an opinion. Some people want gold as a hedge...and that's a personal decision. And like I said, some people want it based on their own personal philosophy, which many conservatives hold.
I'm sure there's a disclaimer, something like:
"...makes no guarantee or warranty on the accuracy or completeness of the data provided on this site. Nothing contained herein is intended or shall be deemed to be investment advice, implied or otherwise. This website represents our views and nothing more than that. Always consult your registered advisor to assist you with your investments. We accept no liability for any loss arising from the use of the data contained on this website. We may or may not hold a position in these securities at any given time and reserve the right to buy and sell as we think fit."
In others words, "If you want to buy gold, these people are honest folks who I trust and I deal with...and I have purchased from them.
There's nothing wrong or unethical with that endorsement.