The AI discourse is full of cases where companies and their employees respect ethical boundaries at a cost to their bottom line. There was a famous incident, Project Glasswing, where Anthropic announced that they needed to do a large, collaborative cybersecurity project before they could ethically sell their newest model.

Of course, this story also points towards how people sometimes get confused. Most opportunities companies have to be unethical are complex, so if you're not already inclined to trust a company, it's easy to come up with reasons to distrust any claims of ethical behavior they make. Maybe they didn't want to do the unethical behavior in the first place, maybe they've made up self-serving ethical standards, maybe they're just being performatively ethical as a marketing strategy and they'll misbehave when nobody's looking.

Such commentary tends to go viral, because it's easy to propose and impossible to refute in a short comment or video.