>They should improve because it's the decent thing to do. By doing the decent thing, the praise would have been tenfold, which is the best incentive.

Those 2 sentences don't really align well. Should they be motivated by the tenfold praise? Or should they be motivated by doing the decent thing? If they should be motivated by doing the decent thing, why mention tenfold praise?

>Rewarding them for "reluctantly" improving won't change their bad behavior.

I don't see why not. They see that good behavior gives a better outcome. They'll do good behavior in the future.

<If they should be motivated by doing the decent thing, why mention tenfold praise?>

Not that most corporations care, being trashed for decisions that hurt their consumers is run of the mill these days. Companies that get praise from their customers tend to stay in business and sell lots of product.

<I don't see why not. They see that good behavior gives a better outcome. They'll do good behavior in the future.>

Reluctantly improving means they were either going to or already screwed their customers. Companies that admit mistakes are praised. To think that a company who is called out will in the future continue to do good for consumer decisions is a little naive.