"Good will" is an asset just like any other to be spent when the time is right. Sometimes a company will make the wrong bet and accidentally go out of business. Far more often there is a ton of backlash, their reputation goes in the tank, then they spend the next couple years building good will back up until the majority of people forget all about the past transgressions. Meanwhile the unpopular decision makes stacks of cash. Repeat the cycle ad-infinitum.

To clarify, I don't endorse this behavior, but unfortunately, it's the modern way of business.