Maybe it's me. Maybe I am just too old and too cynical. But I don't expect any company to do anything that doesn't bring in more money. For me, respect doesn't come into it. It's business.
For instance, the new Co-op banking advert. Millions spent on an advert telling us how ethical they are, and proving it by someone having a tattoo. Did I believe it? Not for a minute. If they were that ethical they would have spent the money on something worth while. It's an advert to get them more customers.
(And yet there are loads of people out there in la-la land, complaining to the Daily Mail and Twittering like crazy because, guess what, the tattoo wasn't real.)