Mission oriented for-profit companies is an oxymoron. Profit comes from competing in markets and markets determine what you end up doing. That’s why I’m always skeptical of Don’t Be Evil types of missions because when you’re starting you can’t even imagine what market pressure will end up making you do.
Between the market pressures from investors, employees, competitors, to what extent can a company really stay true to its business and deny potential profit that conflicts with it.
Also, it’s hard to root for specific for profit companies (although I’m rooting for capitalism per se).