[jka]

For me personally, none of the 'really' major tech companies are; I don't desperately enough need to work on the very cutting edge to trade-off against morality. But I'm not innocent either, most actions have (ideally unintended, and later rectified) negative externalities.

It'd be an interesting discussion to have with someone who feels like they really need to stay at the very peak of private data accumulation - because in my view those actions are potentially very detrimental to wider society, certainly depending on the culture. I'd extend more respect to Google than the others from what I've seen, although opinions may vary elsewhere.

Regarding scandals and reactions - users and shareholders can and do care, and they vote with their feet, or wallets, or ideally both.

The battlefield in these cases is over how much truth about the scandal and resolution are published. A good organization will generally tend towards more transparency in both, while perhaps keeping a few cards close so that they can react to any potential retaliation (such is the world of rapid fake news that we live in).

Edit: s/data accumulation/private data accumulation/