Microsoft cares deeply about backwards compatibility, providing platform stability to large enterprises, which value such things very highly. IBM is similarly popular with big business for the same reason.

Google -- for a while at least -- cared deeply about web user experience and performance. The Google start page ushered in an era of minimalist UIs that load fast and don't bombard the user with fifty irrelevant things. They came up with the trick to send more than the 4 initial packets after the TCP connect so that they could send the entire front-page content in the minimum feasible number of round trips. They're still working on protocols like HTTP/3 and QUIC with similar goals.

Facebook... umm... let met think... err... I got nothing.