This only seems new because it at least appears they aren't doing it for financial reasons, but instead are doing it for a real public good.
It used to be that companies feared the government over all; that they would do whatever the government asked them to do, never mind how their customers felt about their actions. The old companies, like AT&T and Verizon (formed from other baby Bells) to name a few, still do, as is evident by their complicity in citizen surveillance.
Now, it seems, the customers are finally able to exert some control on a company's actions. They're still doing it for financial reasons, but they finally are recognizing that it's the customers, not the government, that ultimately choose their fate. Plus, without that customer revenue, they can't buy their legislator.. er, I mean promote a favorable business environment through campaign funding.
It's not that they're doing it for a real public good; they're doing it out of self-preservation. It's still for financial reasons..
A sad thought: do we have the millennials and their easily offended, scorched-earth culture to thank for that?
"A complex system that works is invariably found to have evolved from a simple system that worked." -- John Gall, _Systemantics_