At an organizational level I'm inclined to agree with you that the altruism ascribed by the article is far too optimistic, but I would imagine that there are individuals in each company who do think along these lines and try to design along them. (I do, however, find Google "giving users back their time" a bit hilarious as their business model is precisely to get users to spend as much time as possible looking at ads - maybe they free us from mundane tasks so we have more time to browse ads).