I'd argue that companies do this are actually your enemy. Most people would agree that stealing and lying is wrong, but this isn't far removed from that.
Companies are just people, a collection of people selected often to engage in rather evil, sneaky, and hateful behaviors in many cases, including the gaslighting about “hate” that many engage in as a means for manipulating an increase revenues … “we are about love … so you will give us more of your money.”