Perhaps rather than calling it “principles”- it’s that they have a conscience. They don’t listen to it, but it’s there, and in the most glaring cases they can realize they have egg on their face.

I certainly don’t think of it as “principles” as well. Some of those people would sell their own grandma if the price was right. It’s all talk, all posturing to feel good about themselves, but the second their wealth or their privilege is affected in any way- or the second there’s profit to be made being a part of the problem, they act in a predictably disgusting manner.