Incentives trump feelings for publicly traded companies 99 times out of 100. People constantly anthropomorphize them, but they aren't people (regardless of similarities in the law), and they definitely don't act like people, at least normal ones. At best, you can view them as something like a sociopath. I wouldn't look at a sociopath acting nicer and think "oh, they turned over a new leaf" because they aren't just going to change how their mind works, I'd think "oh, they found a reason to act in a way I like for the time being. I hope it isn't short lived."