Answer: Ethical leadership, which many public companies have. Sometimes you hear people say that public companies have to value shareholder returns above all else. It's usually opinion columnists or maybe popular economists, but not lawyers. That's because it's not really true. Public corporations have always made choice that favor customers or employees over shareholders and always will. Example: Ben and Jerry's. Public corporations can be as ethical as any other type of business. But any business can be ethical or not.

CEOs use the excuse of "shareholders" because it sounds better than "I wanted to maximize my bonus." That isn't all bad-- seriously everyone wants to maximize their bonus, including me!

As as an aside, I really doubt Unity is planning on installing malware even if they could through the Steam or Apple stores (which they probably can't). They probably just want to do better ad tracking. Is this ethical? I don't know enough to say. But a mom and pop or private company could do the same thing.