Agreed. As one example, take Amazon banning Parler from AWS. That clearly isn't a positive move for revenue (at least ignoring any potential shady behind-the-scenes kickbacks they could have gotten for doing so), but they did it because it aligned with many of their employees' ideology (among other reasons).

(As an aside Parler was idiotic for not running on their own hardware given they were billing themselves as the censorship resistant twitter, but that's neither here nor there)