So, I think we need to think of this as levels, not companies:
Level 1: A company does not use your data, and instead you pay for a product or service and get what you pay for. Apple is roughly here, though it gets a little murky with iAds and how it sells its stuff on the app stores and Apple music. This is ok from a privacy standpoint, and whether the company "cares" about you or is "fair" to the customer in other ways is irrelevant.
Level 2: Ad-based good guy- I think this is what Google does in theory if not in practice. In this case, the company acts as a go-between. The customer uses the company's free products, and as a part of that gives info for the company. Advertisers could then go to the company, who in theory brokers between its customers and advertisers. As long as the original company is the only one I see and I get ads when I use the free services, then I'm generally ok with this.
Level 3: Advertiser free for all- everyone else who uses all methods possible to get private user data and sell it to advertisers. I think we could all agree that this isn't cool.
Two points from here:
- Being a good or caring company isn't solely based on providing privacy and informed consent to end users, but that it is a part of it. Just because your business model doesn't deal in this, does not solely define a company as good or bad.
- Level 3 style companies aren't necessarily bad (though they often are), but informed consent is crucial to either a level 2 or 3 company. Its not acceptable to just assume the customer knows what they are signing up for. Frankly, many, many companies purposely try to obfuscate this (burying it in pages long Terms & Conditions in confusing language) to make more money. That's not cool. And its also not cool when a company like Facebook has a monopoly on their own type of service, and many users feel they have no choice but to accept bad privacy policies.
So sure- I'm really happy that Apple is so dedicated to privacy, but that isn't the only thing that defines them as a company (I'll give Mark this point but...). Facebook, however, I feel is guilty of things like being lax on privacy, not being clear to their customers about privacy, and bullying their customers into accepting bad privacy because of their dominant market position. (I ultimately think Tim's statements, while self-serving and self-advertising, are more on the point here.)