Because they changed their position and direction. This was a necessary, rational and defendable choice and not some hollow marketing gag. The company would be

Because they changed their position and direction. This was a necessary, rational and defendable choice and not some hollow marketing gag. The company would be worse off if they do not stick to this direction and start backstabbing. It is bad enough that companies are legal persons, let's not anthropomorphize them even more into irrational evil villains that hold grudges.