The difference is in sustainability. Sure, some people always want more; morality is no barrier for them. But most people run into trouble only when they face a significant conflict of interest.

Thinking about companies I've seen the inside of, when the company is doing ok, it's rare for people to just up and do something sleazy. But if they company could collapse, suddenly the moral calculus shifts. Even if they don't do something dubious, they often will consider revenue sources they would have ignored before. As they say, desperate times call for desperate measures.

So I'm much more likely to trust a company I'm paying a fair rate for what they're doing. That's not to say that those people don't turn bad sometimes, but it happens a lot less.