"Moral" is a loaded word to throw in here. I wouldn't use that term. Customer-unfriendly etc. I think fit better. And if we're positing hypothetical universes, let's a Universe C: They give customers the faster version that doesn't cost them any more, and as a result they build more brand loyalty and good will, leading to more sales, market share, etc.

But profits are somewhat besides the point: I'm saying simply that some policies are not customer friendly. Whether or not you consider that to be good or bad may very well depend on whether you are a customer or a shareholder.