You seem to be applying personality and morality to a business. There's no such thing as a "feel good, for the people" corporate business. Remember that Sony almost went for an always online anti consumer approach with the ps4 as well. Your also lumping divisions into the company as a whole, don't forget that mattrick got fired for his screw up with the xbone reveal.
Sony and Microsoft are not our "buddies". They both will do everything they can too make a profit. Simple as that. Want to support a " feel good" company? Then support your local charities.
...but there are ethics and while my memory is not perfect, I recollect far more examples of MS crossing that line than many other companies. Yes profit is king, but at some point even companies decide where the line gets drawn, and MS has yet to draw one that I can find.