I just asked this very question...I know that business ethics and "morality" are NOT the same thing, in my opinion. By their very nature are to different animals and often times, like light/darkness, they do not mix.
I've always been a one-woman website design house and would always market as such. However, I often use contractors and would convey who the "us" is to inform prospective clients that some work may be outsourced.
Now, on to my new passion in business,supporting attorneys in a very specialized field. Though, I'll be supporting attorneys, virtually and nationwide, I do have a business name and do not plan to have employees (I guess I'm half screwy). Part of my business name is the word "Assistant" to convey partnership even though I may have more than one attorney-clients. Therefor, I will be using terms such as, "I, "About The Company", "contact ME directly" [as apposed to voicemsg], etc.
I do see where the use of "we" when you are an 'I" is mostly contacted to you being a company. I've created a mrktg brand around my business name, because I wanted my business name to say what it is that I do...my personal name is irrelevant to my clients.
Which brings up a good point. Commercially, I am my business, and will register as a sole proprietor "me" doing business as "my company name". So, thanks for that tidbit.