Can someone explain me this: the article is basically about the dedicated employees who now feel betrayed by the company. But why would anyone be emotionally in

Can someone explain me this: the article is basically about the dedicated employees who now feel betrayed by the company. But why would anyone be emotionally involved with a for-profit private company that appropriates user-generated data? Outside of specific cases and normal employer-employee relationship, I can understand being dedicated to something if it contributes to a "greater good" in some form. Condition for this in this case is that user data is open (at least for private use) or the app is open.