[MtnClimber]

I don’t object to a company doing what they want even if it is mainly for virtue signaling (as long as they are not getting government subsidies). I am sure their competition does not mind that it impacts prices either.

[Empire_of_Liberty]

I think that the author’s point is that they are lying.

Selling a lie is still fraud, even if it’s what the customer wants.

A criticism I have of the “free market” is also that it does not seem to be so free. This “virtue signal” lying is pernicious. The option for “lower cost, but honest” rapidly disappears when “investors” see the money in selling a lie.

[Hiddigeigei]

"I don’t object to a company doing what they want even if it is mainly for virtue signaling (as long as they are not getting government subsidies). I am sure their competition does not mind that it impacts prices either."

Public utilities like electricity suppliers usually don't have competitors.