I would say not enforcing the so-called self righteousness is at least a faster way to market a startup, if not making it more successful. It's the ruthlessness of youtube, not soft porn, made its way through.

I am not sure about the very first motivation of all business around me. However, apart from possibly ruthless objectives those business are trying to achieve, what is really important is that how iterations of those business ideas can fulfill the (other) needs of everybody else (like me).