There's a concept called first mover disadvantage. Whilst it might be laudable for a CEO to stand up for principle if the costs outweight the rewards they'll f

There's a concept called first mover disadvantage. Whilst it might be laudable for a CEO to stand up for principle if the costs outweight the rewards they'll find themselves out of a job. Especially so if a competitor proves that selling principles for profit yields dividends for shareholders. That's one big reason behind why a few tech companies tried hard to avoid going public. I doubt Tim Cook enjoyed his dinners with Carl Icahn but it's damn hard to thumb your nose at shareholders and avoid a lucrative opportunity based on principle alone. Steve Jobs might have had enough clout to do such a thing (although I'd be surprised if he would have) but Tim Cook and Sundar Pinchai have no such tenure.