I feel like you’re missing the point a bit. Living by values you hold dear is not losing, winning or even necessarily a cause. If your values happen to align with a cause, then supporting it in a way you can is at least somewhat fulfilling.

Now, there are definitely people who join a cause for tangential reasons. For example because they are a vehicle to what they want, such as someone who wants to build and use explosives can just as easily become a fundamentalist, anarchist or fascist. (And history has examples of these sordid folks.) They barely care about any of the causes and will drift wherever they can live by their own values, even if it’s about blowing shit up.

Paraphrasing from a recent episode of Behind the Bastards on the Vioxx scandal: There’s a lot of recency bias in humans where it’s difficult to look past the fuckups of the pharma industry. If their “current” MO is to make a shit ton of money at the cost of human lives, then why would someone with lesser critical thinking skills trust them? One needs quite a bit more faculties to separate the capitalism from the good they are doing and tell apart what’s trustworthy and what not.

So pharma fucked their bed spectacularly and aren’t doing fuck all to restore trust. And that’s very sad considering how important they could be if they wanted to.