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They’re supposed to do the right thing even when it costs them, just like the rest of us. They don’t get excused just because they’re incentivized to do the wrong thing. Most of us manage to keep our morals even when it would be to our advantage not to.

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Also worth remembering that complaining about this is a very important action. The market is amoral by definition, and values morality only as much as participants demand it to.

Yes indeed! The answer to “What are they supposed to do?” could be “Realize it will cost them too much due to the backlash.”

This is a misconception. They are not "like the rest of us", in that they are a publicly traded corporation with a legal obligation to chase shareholder value above all else. "We" are private individual citizens.

I’m talking about the individuals making these decisions, not the company itself.

Speaking of misconceptions, the obligation to maximize shareholder value is one. Companies have to do what their shareholders want, but it doesn’t have to be profit maximization.

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