The original message said that "MS and FB are practically the same ethics-wise to me". In that context I replied that income sources are a much better predictor of company behaviour than so-called company ethics.

You can look at a company and try to analyze its decisions from an ethical point of view, but that is just using a convenient and familiar simplification to understand a complex entity. One can say that a company is "good" or "bad" or "immoral", one could even say that it has goals and ambitions as someone mentioned earlier, but how useful is this really in trying to understand that company and in predictiing its actions?