“Acting out of self interest” doesn’t make you the bad guy. In fact, it makes you the good guy because you chose to align your own interests with something that is good. This is why Apple is the “good guy” when it comes to privacy and Google is the “bad guy” (relative to each other at least). Sure, Apple is acting in their own interest when they advertise how privacy focused they are. But they chose to make that a selling point for themselves, while Google did not.