I understand the cynicism, but it's worth looking at the details. This is not the most powerful phone on the market, but it looks very good. The price is reasonable. It is easier and less expensive to repair than anything else on the market and it comes with a much longer warranty. They appear to be serious about both minimizing their environmental impact and being fair to the workers all the way down their supply chain. Those are all significant achievements.
I don't need a new phone right now, but I'm still tempted, just to encourage the effort. We tend to complain about all corporations being basically evil. We should do everything we can to support the ones that really aren't.