I remember years and years ago moving all my domains to Namecheap because they were considered "the good guys." I suppose I'm going to have to start looking around once again to see who are currently the good guys.
IMO Cloudflare is the closest thing to a "good guy" these days. Very customer friendly, affordable and generally fairly ethical (if you pass over the part where they share data with the NSA).
yep, social approval and good faith will always get you constant business (word of mouth - recommendations).
but "numbers guys" say no, we need squeeze profits short term..