Companies fundamentally must believe they are good (or at the very least not actively bad)...

Companies fundamentally must believe they are good (or at the very least not actively bad)... otherwise why would employees choose to work there?

So companies will almost always moralize being disrupted. "It's a shame, the (disrupting tech) is terrible for people in (X forced logic way)"

No matter how galaxy-brained someone appears to be, they are situated people in the earth with biases and skin in the game.

And smart people can create plausible derivations of their behavior for things they morally don't like very quickly.

The test of if the argument works is: "would random people who don't work here find the argument convincing?"

"the users will like it, we're the good guys!" / "every company says they're the good guys!"