A lot of times it seems to come from people remembering the past nature of the company or the outward PR that company presents. Apple especially with their Thin

A lot of times it seems to come from people remembering the past nature of the company or the outward PR that company presents. Apple especially with their Think Different motto and general presentation as a forward thinking and accepting company (omg rainbow watchbands I feel so represented). Like Google's original "don't be evil" culture and those remaining at google that still wish to promote that stance. The tech space in general also has a lot of progressive minded folks. Mix all of this together and you will find those fighting the existing systems more and more.