It means they are suspect. I think its right to be wary of motives if they are involved in the very thing they aim to bring awareness too. Questions arise in my mind as to why they would do something like this in the first place.

Its been my experience that the general public doesn't seem to follow patterns and instead focus on which switch is toggled at any given moment for a company's ethical practices. This is the main reason why we are constantly gamed by orgs that have a big picture view of crowd psychology.

What are you even saying? It's like getting upset at somebody who criticizes a criminal because they once helped some grandma across the street. I'm not upset at the criminal because they helped a grandma across the street obviously that's not the fucking point.