> Their brand image is a big turn-off for the upper-middle class yuppies who make up the majority of tech talent.

I like to think that too, but a lot of it is all talk. I used to work with this dude in Boulder who was really into virtue signaling. Did all the right Boulder things, shopped at the right Boulder places, drove the Boulder car that showed you "cared", but just couldn't give up that cheap Walmart cell phone coverage. His attitude was "well it's a dirty secret no one has to know", which coincidentally(?) sums up Boulder fairly tidily.