The key point here is loyalty, or solidarity perhaps, if we're go with the military analogy. "Google cares deeply about making xyz more ABC." We know this is,

The key point here is loyalty, or solidarity perhaps, if we're go with the military analogy. "Google cares deeply about making xyz more ABC." We know this is, at best, flowery language. "Google" can't care about xyz any more than an inanimate object can. Maybe that's an exaggeration, but I do think personifying an organisation to a think that "wants," "loves," or "believes" is disingenuous. That's not the case, necessarily, for a smaller group.