costco and mars incorporated both have long histories of ethical, sustainable practices, and a strong reputation for resisting the quality lowering death spirals that infect many consumer goods focused companies.
Nonetheless I think they are an exception and, while not impossible, it would be pretty difficult to disrupt the disruptor with a business model based on being more ethical.
In my mind, the mental ceiling keeping us from understanding 'Why more companies can't be like Costco' and 'What's the real value of an Uber ride sans venture capital subsidies' is a lack of understanding of the extensive properties of capital that automation is going to either push us through or bring down on us in a rain of deadly glass shards. I'm not going to wait around for the market to 'get real' and 'focus on companies with actual viable business models' though. 1) The bulk of your portfolio should already be occupied by companies that fit that mold, but 2) The practice of leveraging profitability today for gains in equity tomorrow is going to push through a few big winners consistently enough that it's not going away regardless of the overall consequences. Meanwhile we'll keep asking the same questions that ultimately amount to 'Why does capital beget capital?'