> Likewise, morality beyond legality is much more likely if it doesn’t yield any ground to competitors

Then, why do it at all?

You want to tell the world what is right and wrong, fine, do it as an individual, write a book, found a religion or something. Enforcing your moral values inside the company and even worse, using the company's power to force them to the world - only to abandon them when it hurts profits - is perverse IMO.