Commercialism

Check out this commercial from Chipotle.  It features Willie Nelson doing a nifty  version of Cold Play's The Scientist.  I sort of miss Chris Martin's falsetto, but who can argue with Willie?  The video itself is an interesting parable of sustainable agriculture.  I'm not sure what to make of it.  Can a corporation (or technically the non profit arm of a corporation) have lofty goals and ideals?  Doesn't it by necessity always come down to money and profits for shareholders?  Or is the dichotomy between profit and idealism a false one?

On an entirely different tangent, what is the value of a two minute commercial like this?  Is it educational?  Simplistic pablum?  Propaganda?