It's very easy to adopt a posture of above-it-all cynicism, and to think that anyone who sees an important distinction between two flawed powerful people is a sucker. But it's not particularly smart or sophisticated, and it's not helpful. In politics, the assumption that they're all equally corrupt and sociopathic is exactly what the worst of them want us to default to. In rich-guy PR wars, too, it's only going to work to the benefit of the ones with 0 principles, at the expense of the ones with some principles.

(Or, if the maximally cynical perspective is correct and 'principles' always actually means 'a company culture and public image that depends on the appearance of having principles, and which requires costly signals of principledness to maintain' -- well, why on earth shouldn't we favour the ones who have that property over the ones who are nakedly unprincipled, and the ones who have a paper-thin veneer that doesn't meaningfully affect their behaviour? It would be stupid to throw away the one bit of leverage we have to make powerful people behave better than they otherwise would.)