I recently received an EVE-mail asking for my opinion on how a capsuleer handled an encounter with another w-space system's occupants. He and his corporation popped a salvager in their home system, and subsequently avoided a fleet considerably bigger than they could muster at the time that was brought in to their system as a response. One of those in the bigger fleet asked why they didn't commit more ships, and accused my correspondent of not providing a 'good fight'. This reaction concerned the capsuleer a little, writing to me that 'since I'm new to w-space can you tell me if I did the 'wormhole morally right' thing here?'
Sure I can! Now, how can I put this. There is no w-space morality.
I know many players like to say that w-space (and low-sec, null-sec, wherever) has the best fights and the best pilots and whatever, but in reality the whole of New Eden is just a conglomerate of different play-styles that occasionally align because of the environmental conditions. In w-space, this tends to be small and limited engagements, which naturally appeals to the player that enjoys small and limited engagements, which in turn gets that kind of player interested in w-space. And although this will tend to bring pilots of similar morality in to the same sec-class of space, it is nothing more than a generalisation.
Not all players in w-space will follow the same morals and rules, and w-space doesn't have a set of moral guidelines to follow. It's more that emergent properties of the mechanics of w-space set the tone for what the players can do. Tower sieges are much less likely, for example, because of the need to configure a staging tower and commit a fleet to a single system for a couple of days of mostly idle time. Because tower sieges are rarely a part of w-space life, w-space life then appeals to the type of player that doesn't want to be involved in that activity in null-sec.
Stalking pilots carefully and striking at opportune moments is a style that is suited well to w-space, because the lack of an automatically populated local channel results in more reliance on cloaky ships hiding from the directional scanner, and so you find it a lot. That's not because it's a rule of w-space, it's merely a result of what is possible in w-space, and nowhere else, because of the differences in each environment.
Ultimately what I'm saying is that if you are in w-space, play how you want to play. That then is the morally right way for you to play. Maybe this results in your not having fun, or the environmental conditions not suiting the way you want to play, or some other circumstances that make you want to leave. It could even be that your style of play frustrates another corporation to the point of hiring mercenaries to evict you. If any of these are the case, then w-space isn't for you.
Or maybe you will stalk and pop any defenceless ship you find with no remorse, take any fight that comes your way that you think you can handle or will have fun in, and hide from any fight you don't want to take for whatever reason. Or maybe you just prefer to harvest gas, mine ores, or collect planet goo whilst shooting the breeze in corporation chat. If you do what you want to do the way you want to do it and, as a result, end up thriving in w-space, then you are playing in the way that is right for you. Who cares what others think, or try to impose on you?
Don't pay too much notice to those who speak in local taunting you. It's smacktalk, nothing more, and solely intended to make you feel guilty. It's not asking for a 'good fight' if it means flying in to three-to-one combat in his favour; what he wants is to blow up some ships with little risk. If you offer him a fair engagement and he rejects it (which they did, and he did), then clearly the pilot isn't actually after a good fight. His reaction is nothing more than someone hoping he can provoke a response, preferably one where you send ships to a needless slaughter.
Of course, there are good and honourable pilots in w-space, just as there are anywhere. But there are also douches. Sometimes they are not easy to spot. Other times, like this, it is fairly obvious. But don't let anyone make you think you're playing EVE Online the wrong way just because you don't do what they want you to do, particularly if what they want you to do clearly works in their favour and against yours. You are out there, engaging what you think can take, sometimes what you can't, and having a blast. Good for you, keep it up! It sounds like you're doing everything right.