Google (before the sell-off) promoted a morality in 'don't be evil' that was a stark contrast to other tech firms. The adverts they carried were minimal. Their "free" stuff was top of the line, better than people were getting from paid services.

Apple (under Jobs) sold themselves as counter-culture, they used popstars (unironically), and design, to sell the idea that if you were your own person, or followed fashion, then you bought Apple.

I think the goodwill from those days still provides the foundations of their cultural position now. Although they chip away at those foundations.

OpenAI looked like it could follow Google's early model, until it didn't.