Just to nitpick ...

> their goal is to provide services to people

Their goal is to make as much money as possible. "To provide services" is just a way to get there.

> fucked up immoral things, it will hurt their bottom line eventually, especially if they are called out

There are literally thousands of examples where this is not true, and where the "hurt" comes long after the fact, if ever (DDT, PFAS, plastic, oil extraction, deforestation, animal agriculture, ...).

> try to look good if this was not the case

Hence the popular term "wartime CEO" ... painting the situation with nice words to extend the extraction period.