Of course they are going to deny. Whether or not they actually did the things claimed, there is no universe where denying isn’t the best tactic. So their denials in and of themselves don’t mean anything. Every single company accused of wrongdoing publicly denies, all the way up to and including when they settle or are found to have actually done the wrongdoing.

Again, I don't think the fact that they're denying it requires you to agree. But if you want to develop an accurate understanding of the world, you have to acknowledge that they are denying it, and evaluate how well this denial explains their actions before launching into complex alternative theories.