"Not surprisingly companies are willing to get into bed with more and more questionable use cases…"

But not all companies as we have seen over the last week or so.

Irregardless, all companies doing so will have to balance the ethics of their choices against the public perception of their company as all of us are free to make choices that align with our own personal ethics.

(In short, they don't get to hide behind "everyone else is doing it".)