I was thinking about this the other day as well. I’m glad to find an essay that collects a number of examples and summarizes the problem.
In my case, I was thinking that pharmaceutical companies that sell cancer curing drugs are universally reviled because they earn profits from sick people. On the other hand, peer to peer lolcat sharing apps are mocked, but the derision expressed for them doesn’t nearly rise to the level of “pure evil”. I don’t want people to think I’m evil, so the conclusion is obvious. I’m going to devote my talents to helping the lolcat company and not the drug company.