You do get to decide. You either reward them by being a consumer of their products/services or you don't.

Sorry, looks like you got outvoted.

Now you want to sit on some panel of judgement to overrule the public.

I love it when people say stuff like this. Society has spoken. You simply don't like their decision so your answer to is to create some super-powerful organization that can veto the public and instill its own version of what society should look like.