I am unconvinced that people / corporations can be neatly sorted into categories “good” or “bad”.

I argue that “good” behaviour is entirely dependent on who is the judge. There are numerous edge cases, for example, “don’t kill people”: one could argue that a company that promotes abstinence is reinforcing sexual shame, which could lead to suicide. Then another can argue that they are promoting degrowth (through abstinence), or even voluntary extinction.

Lastly I want to remind that breaking the notion that sorting people into categories like gender and sex is a similarly bad idea.