AMPRO doesn't have the market cornered when it comes to unethical behavior. I have heard operators from Bird's, Manatee Tour and Dive, Aquamarine Images, and Sunshine River Tours all instruct swimmers to pet manatees. Everybody loves manatees, but nobody respects them.
Check out Sunshine's Rules of Engagement
Note the quote by Edwin Teale. Now check out Sunshine's Captains Log
Personally, I think that's pretty damn hypocritical.
As far as FWCC law enforcement is concerned, there is no "significant" problem. While they won't come out and say it, my conversations with the local FWCC hierarchy leads me to believe that unless an act results in direct mortality, it is not "significant". Both FWCC and USFWS have made it clear that the guidelines are voluntary. They will strictly enforce the letter of the law, but no more. Unfortunate, because the FWCC Guidelines are very good, while the actual law is very broad.
When I get a chance, I'll post my e-mail correspondence with Capt. Burton from FWCC.
Also there is a lot of good background information at ManateeProtection.com For a list of operators who have agreed to abide by the guidelines, check CEOs for Wild Manatees
Having done the manatee tour with Bird's just one month ago along with 20 other members here on the board, I can assure you Bird's policy of not initiating contact with manatees doesn't change once you're out on the water.
I'm thinking you already know that since you're competing for the same customers.
Bird's also shows a video produced in cooperation with the FWC that differs from the "no touch, period" policy as stated in this link.