I think that flips the logic around. Because not every startup needs to have a deep moral mission, you imply every deep moral mission is pretended.
Why are you so sure it can't be their true deep moral mission? More importantly; how would you ever be able to recognize a startup that has one in general? Should they hide their moral mission, so people like you won't judge them for it? How is that for honesty?
If you apply this logic to people, you'll only see either 'honest people who have no deep morals' and 'dishonest people who attempt to have deep morals'. you would then feel better about those that openly have lower morals. That's not in your interest.
And you would be making the world a harder place for those that actually try to improve it with their deep morals. And this annoys me, therefore, this long answer :).
For instance, FairPhone, you think they should say 'We try to make a phone that's nice and makes money?'.
https://www.fairphone.com/en/