Well, just like in the case of human beings, companies have to continue to not screw people over to be viewed of as moral and/or ethical. Just like we have to not steal, harm, enslave, etc. each single day to be considered ethical people.

Maybe someone can get away with not doing the right thing once or twice and still be viewed as an overall ethical person, but just because they do the right thing once or twice does not earn them that honor.