It’s not just that there are billions to be made (they always believed that) it’s that people are making billions right now turning them into a paper tiger
When only the tech sector cares about a company it’s fairly straightforward for them to be values driven - necessary even. Engineers generally, especially early adopters, are thoughtful & ethical. They also tend to be fact driven in assessing a company’s intentions.
Once a company exits the tech culture bubble, misinformation & political footballs are the game. Defending against it is something every company learns quick. It is existential & the playing field is perpetually unfair.