Because the players can't do anything about it. No matter how much we talk about morals, if, for example, Google were to not engage in the same tax avoidance sc

Because the players can't do anything about it. No matter how much we talk about morals, if, for example, Google were to not engage in the same tax avoidance schemes that all of its competitors do, then it'd be costing itself billions of dollars. Which is a reasonably substantial competitive disadvantage. That's money that can't go into R&D, maintenance, etc., whereas the companies that compete with Google do. And for what? A positive PR image?