"I didn't stop you from eating cake; I just wanted to eat it all myself"
"I don't support oppression in the East; I just want to have the products they sell"
No-one ever has a goal to do something bad. It is just a by-product of not giving a flying ^^
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Yes, avoid biased views; but lets not also avoid escaping responsibility, even if by coincidence
If you are somebody who wants recycling that is a very useful distinction because it gives you a place to find common ground. There is room for recycling advocates and Coca-Cola to work together, whereas if Coca-Cola were just opposed to recycling there would not be.
But at some level I think only considering personal gain is negative
Otherwise we would say tobacco companies weren't negative to surpress evidence of cancer... Just because they want to sell cigarettes
Are coca-cola undermining the common ground? If they openly try to resolve these issues, I don't think anyone would call it negative
-- I want coca-cola to be their own main advocates for improvement