I don't know what press releases you've been reading, but the model is closed so they can make money off it, that's pretty obvious.
We know what their immediate goals are: to make as much money as possible. The only question is what their longer-term goals are.
The employees are usually they are "in on the message". All you have to do is get your employees to believe the message. This is easy when the company is growing exponentially. CEO's word is gospel.