It depends on the incentive structures bult into the socioeconomic system. That's mainly profit maximization. Moral compasses just don't get into it. It may seem they do if you're a worker, perhaps lower middle management. The higher you go, the more success is dependent solely on executing the corporate strategy that comes from above, and the strategy given by the board always boils down to - grow profits. It doesn't matter much who exactly the people are in the different positions. If Sundar Pichai fails to grow Google's profits for some time, he'll be replaced with someone who will. His moral compass cannot stand in the way of growing profits, even if he had one.