I just think their branding is more appealing to you, combined with a more pessimistic view of companies you don’t use.
> Paying their employees above average wages
Their reasons for having higher wages are well-documented and they are equally self-serving.
> Stocking products that enhance their customers' lives instead of optimizing for profit margins and nothing else
They are one of the most aggressive profit seekers in existence! Often that presents publicly in their deals with supplier.