The founders don't want to work in the regulated environments that Costco and Novo Nordick operate in

The pawns don't want to work in the IT departments of those companies

They all want to be in Silicon Valley fantasy land

They worship obscene Silicon Valley wealth, they are beholden to venture capital firms and they want to build data centers all over the planet and fill Earth orbit with space garbage

The environment is an afterthought, computers and sci-fi fantasy are what is important to them

To each their own. But...

This is the opposite of the guy who founded Patagonia. For him the environment is forethought, he has spent his life outside, not in front of a computer^1

1. Yes, I am aware Patagonia has made some mistakes with maufacturing