If you feel morally obliged to include outside links, then consider "burying" them behind an unobtrusive link - something almost un-noticeable in the ez-pages footer perhaps.
There is no greater destroyer of potential online sales than outside links. Research shows that about 97% of people who follow an exterior link are unlikely to return to your site...
The reciprocal link may be more disadvantageous than beneficial... I avoid them like the plague!
I don't see the point in saying "hey, our products are OK, but click here to see even better ones!"




