In a society which doesn't care enough and a legal system that doesn't punish unethical behaviour any company tapping unethical revenue streams in addition to the ethical ones will have a competitive advantage and given otherwise similar conditions eventually outperform ethical companies. Once a sole actor goes down that path it puts a lot of pressure on all other actors to throw ethics overboard as well as otherwise their company's survival and in extension their livelihood will be threatened. This is why we can't just rely on market forces sorting everything out, consumers making decision, etc. but have to actively legislate to protect our privacy and personal rights.