Huge tech companies are unimaginative and clueless when it comes to being good community citizens. One would expect, at the least, their marketing departments to recognize the importance of maintaining a positive image for the neighborhoods wherein their employees reside. But then again, Apple has proven short-sighted in their brand development, on the one hand assuming a creative, individualistic brand while on the other aggressively sheltering profits from taxes and putting punishing demands on factory workers. It seems these companies will continue to ignore the dignity of outside individuals. It's up to them to be unignorable. But it would be great if these companies seized this critical moment, acknowledged that their operations displace people, and earnestly forged respectful problem-solving relationship with them.
