You raise a really good point that gets ignored often.
As a startup, you're fighting not just for money and customers, but also talent. Speaking as your typical tech person in the bay area, I'll say that the place is lousy with startups doing interesting tech work where I could solve interesting problems, and it's full with a plethora of places that will pay me well. One thing that I consider in companies is their moral and ethical profile. I work where I work because, irrespective of the crazy wages and the problems, I feel like it leads the way in ethical and humane management of high-performance engineers, and its approach to its customers is transparent and ethical. I wouldn't work for a company I considered evil, or whose execs I had serious ethical problems with -- and Uber falls into that category.
Summary: Not appearing like you're ethical will noticeably impact your ability to compete for talent.