This is why it's important to consider realpolitik when thinking of company ethics or morals. Companies have people who will want profit before all else, and t

This is why it's important to consider realpolitik when thinking of company ethics or morals. Companies have people who will want profit before all else, and they will have people who truly want to value certain user values. The interaction between people is far too difficult to model as a consumer, so it's better to consider the business model, or, more weakly, how a decision affects social capital, thereby affecting this model. This helps create "trustless" scenarios, in which the "morals v profit" quandary is meaningless because both align to some degree. For example, take Apple and Google. Google profits heavily from adverts, so it is not only sensible but natural that Apple, as a strong rival in the OS field who have no business incentive to do so, should lean heavily into this, exploiting and actualising this gap in business-model-incentive. Likewise, Apple profits heavily from phone hardware: it is sensible and natural that Google, who somewhat rival Apple in this field, should desire somewhat to try and present their phones as being less overpriced. This is far harder glean information from, of course, and PR can be as genuine as it can be deceiving. But it's a useful tool in a savvy consumer's arsenal, methinks, especially for large decisions or with companies whose practises and profits are well-known (as opposed to, say, a brand of toothpaste).