I disagree with everything you say, but:

“ They were the first "ethical" tech company,”

What does that even mean? Unless you equate “ethical” with manipulating their dominant social position to shove a worldview you happen to agree with.

Which is a very… narrow understanding of ethics. As well as convenient, and, historically, trite (socially advantaged person agrees w/ the worldview a social institution imposes that reinforces and explains their privilege)