So, either anthropomorphizing companies is bad, or its ok. In your first paragraph you criticize people who do so, but the second is about how companies act in their own self interest.
Second, the only reason a company does something is the people there make decisions to do so. These people are perfectly capable of being evil and being dicks, and frequently are. Since they are the decision-makers and act on the company's behalf, and cause others to do so as well, just assume people saying 'company x is evil' is shorthand for 'the decision makers and people who carry out actions in the name of company x are creating evil by this coordinated action'.
Third, I accept that most institutions act in their own self interest, this really doesn't require too much deep insight. I have been voting with my dollar and my cooperation for a long time.
Finally: I was not suggesting anything other than what you said, I was disagreeing with the "can't fault a company for...". This is totally doable. It is a dick move, and may or may not have long term ramifications. Self interest is different than lazy "greediest move available now".