Of course the difference is: Does the company believe that "doing good" contributes to their bottom line or not? A company that does will do good, a company that doesn't will not. You could then realize that this is true about humans in general. In fact, you could replace "company" with "human" and your point would still apply, making us assume that everyone is evil and only out for themselves, and always assume bad faith, since the same drives control humans as well.