It is sometimes easy to be misunderstood, but sometimes it is really a bad enterprise. At least from facts given, this is a good company, and adapting to specific market is often necessary for it to survive.
When it is concerned with some groups' vested insterests, it becomes difficult to carry out moral deeds, although it follows the ethics. Maybe at this time, the role of the government will act, by compulsory provision of law or by some economic punishments.