They can be the same people. There's an incoherence in any ethical system based on a set of values.
The false justification isn't necessarily intentional. Motivated reasoning[1] is a natural cognitive bias, so while you're cherry-picking values that support your desired ends, it doesn't feel like you're doing it.
A better way to approach the LPs is to recognize that they're smart business practices, but that they're subordinate to professional ethics, which in turn are subordinate to a moral code.
Oh, sorry, I meant that they are different people. Though I've heard of and met one or two people who might be crazy enough to be both.
EDIT: It's true that some people really believe and live the LPs on a daily basis. My first biss was one of them, Amazonian from basically day one in Germany. He retired earlier this year. Since I assume he never sold one single share he received (frugality anyone?) that really means retirement now. Pitty that he left, so. After I did, but still.
Some people truly believe in the LPs. Some people truly believe they can be used to get ahead and justify whatever actions they want to do. I've never worked directly with Jeff, so I have no idea what his approach to them is.
The Fire Phone? That best analogy I've heard for it is that the Fire Phone is to Jeff as the "Homer" car is to Homer Simpson[0].
[0] https://imgur.com/a/o0Q6fw6 and https://simpsons.fandom.com/wiki/The_Homer