I feel like as a whole people are more likely now than in the recent past to see their relationship with corporations as being adversarial and this is just one facet. It is hard to blame anyone for feeling this way, as consumers and employees are becoming more disempowered. Additionally, the shopping experience has become much less personal. It is hard to justify stealing from a shop where the owner goes to your church and knows your dad. But with a multinational company where you can’t even get a real person on the phone, maybe that feels different for some people.
I’m not saying I agree, but the more people who think companies are “evil”, the more types of disobedience will be seen as reasonable.