Some companies, notably Google and Amazon, have maintenance of customer trust as a core principle. This seems to be working. Generally, people trust a lot of their private data to these companies and the companies do not abuse it.

Microsoft believes in this too, but had to learn the hard way back around 2000 that customer trust matters a lot.

Facebook seems to have had a harder time learning this lesson. Perhaps they've learned it now, but it'll take a while before consumers really believe it.