You don't think 'good' and 'bad' are helpful adjectives to describe a company to a friend who might be interesting in purchasing services from said company and who will eventually need to deal with said company?

Two examples, Comcast and Netlix. I've read quite a bit actions that both companies have taken, and have been on the phone with both companies several times. If I were referring a friend for a high-speed internet service, I probably wouldn't recommend Comcast because I think that they are a 'bad' company. They do things like throttle your internet connection if you're using bit-torrent, regardless if it's for completely legal purposes or not. They are lobbying for a tiered internet. They are rarely pleasant or on time to service calls, and calling their customer service center is an exercise in futility.

Netflix, on the other hand, I would recommend as a 'good' company, because they are constantly doing things that bennefit their customers. For example, they have been working very hard to bring streaming movies to people. I just got that ability with the latest xbox update, and it's awesome (really good quality too). They are also very good on the phone. The CSRs will really try to help you, and if you have some sort of technical question, they put you on the phone with somebody who understands and can answer your question!

So, in short, I think that labeling companies as 'good' and 'bad' is helpful. If a company is falling into the 'bad' category, and they don't want to be there, then they need to get off their ass and figure out what put them there.