They don't need to reconcile it. Their messaging never reflected their motivations in the first place. They don't want anyone else to have any power over them

They don't need to reconcile it. Their messaging never reflected their motivations in the first place. They don't want anyone else to have any power over them when they have to compete. It's not a principled position, it's simply using the closest principle to advocate a self-serving goal. When they're in control, they don't care about upholding principles until it starts impacting sales.