Depends on the CEO and company. The behavior of a company reflects the behavior of its CEO. Microsoft and Facebook both have a a history of bad behavior.
A company is many cogs. The fact that Bill Gates was anti-competitive doesn't make him, the individual, a bad person. That's very clear from the work he's doing now. So assuming that all decisions stem from greed, from anyone, is a silly assumption.
For the rest of us, the relevant point is predicting their behavior, and in that context, the phrase certainly applies. As long as he's CEO and the largest shareholder, Facebook's actions are Zuckerberg's decision and responsibility.