Heh Canonical is a funny example, considering most Linux users steer clear of it because of it's arguably exploitative practices in an effort to remain profitable.

I do think most, if not all billionaires have convinced themselves the ends justify their means. Zuck thinks he's "connecting the world". Bezos probably thinks the same thing Sam Walton did. Musk thinks he's ushering in the next stage of humanity. On some level I'm sympathetic to Ubuntu's cause; all tech companies harvest your data for profit, why not leverage that technique in order to bootstrap the prevalence of a FOSS platform.

But the point is, that's just what has to happen to amass that level of wealth in the society we live in. You can be as noble as you want, you can get lucky and find yourself in a pile of cash, but to steadily climb that ladder to the billion+ territory will require you to exploit or be exploited.