Corporation's are made of people and people don't only have the direct interests of the company in mind. I don't understand the commenters responding negativepy to these proposals; by all means be circumspect, but don't criticize a company for making a positive change just because you think it doesn't go far enough.
It's surely true that execs looked at this and made sure the ROI wasn't blatantly large and negative. And there's definitely another level of analysis where a lot of good behavior turns out to be useful to the organism, in the same sense that moms love kids because genes need new meat-robot bodies to run around in. But that complimentary to your frame of analysis, not contradictory to it.