I think you _can_ be grateful, but I understand why people are hesitant to be 'grateful' when companies do things that are clearly in the company's best interest anyway, setting aside any social benefits.
Be 'glad' when a company does something that helps society even if there are selfish motives. Be 'grateful' when a company does something that helps society when there's no obvious selfish motive.
I mean, companies shouldn't be doing anything out of the goodness of their hearts, since they have a duty to shareholders to maximize the long-term value of the business. Of course, helping people and helping yourself are often aligned.
