Is your company private? If you're not heavily funded by investors you probably have more freedom to behave according to your morals than if it were otherwise. Public companies are always looking to meet shareholder expectations on the other hand.
Not saying they can't occasionally make altruistic decisions like this, just that more people's interests are being weighed.
That's not a requirement or anything. There's no law that says you have to maximize short-term revenue at the expense of customer happiness.
I think it's become common because the average public company CEO tenure has fallen by 50% over the same period that their compensation has gone up 10x. Now it's in their strong interest to juice the quarterly numbers and not worry about anything particularly long term, because that's going to be the problem of some other sucker. And similar incentives apply all down the executive hierarchy. The faster people move around, the easier it is to make bonus-related metrics go up even if it harms things a few years down the line.
Always might seem a bit strong, it is always according to shareholder capitalism. But many companies find that shared value creation [0] works better for them in the long term
Not saying they can't occasionally make altruistic decisions like this, just that more people's interests are being weighed.