Calling them tech associates them with inventors and people who want to improve life.

The Sackler family and Purdue Pharma is a more accurate association. They purport to help and in some situation they do. We all love cat videos and notes from mom and dad. But they make money from addicting people. Whatever technologies they create serve that mission. They're not opposed to improving the quality of users' lives, but that's a side effect. Mostly they relieve craving in ways that recreate it.