Project Glasswing is the cleanest example I've seen in a while of principle and positioning doing the same work.
Anthropic holds back its most powerful model on safety grounds and simultaneously gets Apple, Google, AWS, Microsoft, CrowdStrike, JPMorgan and ~40 others to publicly vouch for its judgment, right in the middle of the Pentagon's supply-chain fight with them.
The point isn't that it's good marketing because it's ethical.
It's that when the two line up, you don't have to pick. That's the play