shareholders decide that implicity by hiring the management that aligns with this or that idea/vision/style. and society at large (culture!) decides what is a

shareholders decide that implicity by hiring the management that aligns with this or that idea/vision/style. and society at large (culture!) decides what is a worthwhile endeavor, for example by pre-ordering space telescopes, or by complaining loudly and shaming anyone who does not behave like good McDonalds patronizing people.