Maybe so, but the big companies don't have sincere values beyond financial self-interest. They'll only act if pushed into feeling that their credibility is at stake. Otherwise they'll pursue more conservative paths that benefit them and other large entities exclusively, like lobbying for carve-outs and exemptions, to the detriment of everyone else.

Individuals and small companies actually have the ability and willingness to act decisively according to real principles and moral values. It may be unfair for the little guys to shoulder the burden at first, but the sad truth is that if we don't, no one else will.