Yeah. All you have to do is follow the money. They're incentivized by paying customers, and maintaining privacy serves that incentive, and double-dealing would be extremely risky at best.
Apple's play is clever because, by breeding a generation of users who are more privacy-conscious, they're also breeding a generation of users who are more likely to buy Apple in the future in a marketplace that is otherwise hostile to privacy. It's as much a long-term game as it is a short-term one.
