Example, I work for an energy company. Their objective is to earn money. They earn money by selling gas and electricity to their customers. Their revenue increases if they have more customers, using more electricity/gas, and if the price goes up. If they were honest, they would be pushing their customers to use more energy; "Hot in summer? Get an AC! Cold in winter? Don't wear a sweater, crank up the thermostat! Have you considered a sauna and jaccuzi? Isn't a long hot bath nice?" that kind of thing.
But all energy companies' marketing talk (both internal and external) is about reducing energy usage, their green energy efforts, tips to customers to reduce power use, apps and websites so they can monitor it, and currently, dynamic contracts so people can optimize their usage to when the price is lowest.
It's just so cynical.
What's the thing I'm missing that makes this cynical?