I think this is a different situation than what you're describing. It's one thing when a company acts in their own interests, their communications are consistent with that, you observe that, and align with them (or don't).

It's another when they say they're going to do one thing, you align with them, and then they do another later. That's generally frowned upon morally because it's considered to be deceptive/untruthful.

It's not surprising, but that doesn't mean people should be ok with it, especially when other businesses get by fine making more ethical business choices, or at least avoid outright lying for their own benefit.