[boplicity]

> Why would anyone be passionate about any specific corporation?

Corporations are made of people, many of whom have a moral compass, and operate by that moral compass. If you believe in the mission of a company, the company is filled with people who also believe in that mission, and you're making real progress on that mission...then why wouldn't you be passionate?

Sure, you could be "exploited", but many people don't really care whether or not they're being exploited, if they're being treated well and doing meaningful work with people they like -- even more so if they're working towards a goal that can only be accomplished by a larger organization.