3underscore,
I hear what you're saying, but I don't think there's anything wrong with sitting down with your recommenders and explaining why you're going to business school.
For instance if you said to your recommender, "These are my greatest professional accomplishments, this is where I think I'm heading in my career, and by the way, I think Harvard would like it if you can address my leadership potential, and Wharton would like it if you could elaborate on my quantitative strengths." I don't think there's anything wrong with doing that. It's not in my nature to do that, and i was sort of cringing as I wrote up my list of accomplishments because you have to sort of set your humility aside and really sell yourself.
The thing is, to get into business school, you can't play it cool and coy. I think there's a way to "sell yourself" to people without being totally arrogant and cocky. And that's what you have to do, it's kind of the role you have to play.
I wish things weren't this way, but the thing is if you're going up against people who are doing this, then you're at a disadvantage if you take a noble stance and leave it all in the hands of your recommenders. Obviously you don't want to extend this concept of "everyone else is doing it so it must be okay" too far, but in general if other people are using admissions consultants to write their essays, then should you feel bad if you have your best friends read and edit your essays? If other people are writing word-for-word, their own recommendations and having their recommenders sign off on them, should you feel guilty about giving some guidance to your recommenders? At the end of the day, we're not applying to seminary school, we're applying to business school. I know business schools have this great pretense about strict ethics, but I think people sell themselves short if they try to be too noble.