This is a good point.
But I do think that company values do change.
Zoom is getting the shining light of attention globally. Even human beings, in these situations, start to act more conscientiously, and then believe their own morality after the fact!
I believe the keybase acquisition demonstrates this a bit - because they will get zero public goodwill from this - nobody on Main St. knows are cares what Keybase is, this won't be on CNN so they are probably very much trying to make things better.
Owners of the company want money - now they are popular, they have to behave well to get that money. Wanting money usually transcends everything else including loyalty to state. A Chinese CEO with a popular Western product is going to realize that if his customers are way for CCP grabbing their data, it's a problem to his business. He doesn't want CCP snooping and one of the better ways to do that is to have better encryption as well.
Doing slightly suspicious things doesn't matter if nobody is watching and therefore nobody cares, now that people care ... it matters. Just as a matter of pragmatism.