I've called this out before on HN and was downvoted quite a lot for it. I don't remember the startup, but they did something mundane like Pinterest, and claimed

I've called this out before on HN and was downvoted quite a lot for it. I don't remember the startup, but they did something mundane like Pinterest, and claimed they were doing it "to make the world a better place". It's weird that people here try to defend this sometimes.