I don't think you're giving them enough credit here. I'd wager that a lot of these recently-announced initiatives have strong grass-roots origins, meaning that employee sentiment was the primary motivator (rather than PR bandwagoning). Sure, it would be great if they had thought about this earlier or created a broader program. But you could say the same thing about the public - why only now do we, individual citizens, care enough to act and speak out? Sometimes it takes an action close to home to scare us out of inaction. Companies - even unicorns - are made of people, and those people are just as susceptible to social pressure and zeitgeist as the rest of us.