I won't discuss my specific role in order to keep what shred of my anonymity might be left.
My response was mostly aimed at statements like one of 8ytecoder's examples: "Let's improve the accuracy of ad targeting so small businesses can reduce their spend but attract customers and grow". This is because the focus on small businesses is often a foil, and reality is much more morally ambiguous.
Actual small businesses are at the far end of the long tail. Very few companies primarily serve small businesses or primarily make their money from small businesses. In practice, in order of how much money is spent, the list goes: (1) large brands, (2) local/state franchises and political campaigns, (3) small businesses.
Most companies (Google/Facebook, for example) might coincidentally serve small businesses, but the real infrastructure and engineering investments are for the other two groups.
Small businesses tend to be the least sophisticated of the campaigns, because they honestly don't need much sophistication. Their numbers are too low to bring in real data science anyway, so it's more about being savvy at community presence. However, when you get to franchises and politics, the sophistication really kicks in.
Also, some of those small/medium businesses were for things like predatory lending companies. That realization made me stop and think for a moment about what "small business" actually meant.
Point being that I've seen and used (earnestly, at the time) small businesses as a sort moral foil while actually aspiring to develop technology for the other groups. And you believe it because you're paid to believe it.