I am inclined to give them the benefit of the doubt. They may or may not be doing the right thing for the wrong reasons, but at least they ARE doing the right thing. That decision was made by a set of humans, and likely at least some of them are well meaning.

In any case the corporate entity as a whole is not conscious. A strictly behavioralist approach is appropriate there. If it does the good thing it gets the carrot, if it does the bad thing it gets the stick. We can't win it's heart and mind because it has neither, so we have to settle for keeping it's behavior in line.