Fair, but there's a difference between creating tools that one may choose to opt into on an individual basis, and attempting to arbitrate truth on a societal level.
Without this activism, they could not compete with the big players in tech. At its essence, this activism is advocating for an alternative to the privacy unfriendly or in this case disinformation that is largely driven by "rage-clicks". It creates a conversation about the future of the information age outside of the business centric motive actions shown by say google.