Well, they did say deserves, not "is treated with". He's basically admitting guilt, saying that respect is part of their business and any failure to deliver that is a failure of the business. Relative to quotes like "don't do evil" or "privacy is a human right", I'd say O'Shea's response is pretty balanced here.
Doesn't work quite the same way in reverse though. "Every energy corporation deserves to be paid for their pillaging of the earths resources." Failure to pay for said pillaging has slightly different results.
Eventually people are going to tire of being told one thing while another actually happens.