Unless all of society subscribes to highest ideals of morality, people will respond to outing of a company based on their subjective realizations of conscience. Indeed then perceptions of outing of a company can be tricky or subjective, depending particularly on severity of outed behavior.

Consider sexual harassment as another case. Considering the impact outing of a sexual harasser can have on the family of a woman who is harassed, while some would consider the outing courageous, others may wonder whether the cost to the outer outweighs the benefits. The benefits for society always likely outweigh the costs. It is not necessarily guaranteed benefits to the outer outweigh the costs — money cannot make up for any emotional scars on children, husbands, etc. So is the outer courageous, or is the outer embarking on a costly campaign with few if any real benefits?

Interpretation of an action to be courageous can be especially subjective whenever benefits mostly favor society, but costs mostly are personal.