I think the same mantra is also responsible for the rise in succes. It's an enormously attractive proposition to get paid a lot, work on world's largest dataset with world's most advanced hardware - while all doing good, akin to working for an NGO. The downside is that if you want to get rid of that proposition you're still stuck with a larger than average pool of idealistically driven employees.

As for now one of the few companies I have the desire to work for is Apple due to their stance on privacy - though I find it difficult to completely respect them due to their stance on China, which is entirely conflicting with their western stance regarding privacy and ethics.