This is more common than not. Example
Ask someone if they will do X morally reprehensible action for free. Most will say no, increase the price enough and most will say yes.
Principles are fluid just as much as business opportunities.
Principles are fluid just as much as business opportunities.
As a company, your business model defines your morality, not the other way around. Google's fate was sealed the moment they ran their very first sponsored link. And as an individual, your interests define your morality.
What's curious is that in the public consciousness we still speak about it as if morals and principles are this completely independent thing some have, which is impervious to circumstances and opportunities for personal gain. Or maybe those are just the silly tales we tell the mark before we scam them.