You are looking at the effect and not the cause. The cause is "their behavior", and their behavior is generating profits. The effect you state about their brand

You are looking at the effect and not the cause. The cause is "their behavior", and their behavior is generating profits. The effect you state about their brand name has yet to decrease profits. That means they are fulfilling their duty, even if it's dirty/rotten/etc(doesn't matter, the market doesn't care). edit: I don't mean to come off as "you're wrong! they are awesome!". What I mean is that until share prices stop rising, shareholders will encourage them to do exactly what they have been doing so far. The morality of it is trumped by the increase in share prices. Any feelings of shame or ill-gotten gains are quickly erased as shareholder portfolios increase in value. When in doubt - trust greed to predict behavior.