[andrepd]

It does matter. In my view: if they were "forced" by bad publicity to do a net positive thing it hardly matters at all (except for the employees in question), because the systems and structures and incentives to keep acting selfishly and greedily are still there intact. No real change was effected.

[darawk]

I disagree completely. They didn't have to capitulate to those forces. They chose to. If you reward them for doing so, they'll capitulate more readily in the future than if you do not. This is really simple: carrot and stick. Everyone knows this approach to literally everything works. People seem to want to discard it here because they don't want to let go of their negative emotions, because they've come to identify with a sense of moral outrage completely divorced from any objective social goals.

[shawnz]

Likewise for the system which caused them to act in the greater good - the demands of their customers. How is that any different than when a human is "forced" to act by their sense of empathy or duty?