Occasionally an org creates a phrase like this, and back in the day Google had "Don't be evil"
And yeah, people criticize Google for never having been sincere but it gave an opportunity for people inside and outside the organization to critique Google on its own stated values. That was good.
It was *at least* good insofar as the moment Google retired the phrase as never really meaning anything anyway, as evil as Google may have been before, Google got *noticably* worse.
To Bluesky people internally: keep that phrase going as long as you can, and use it reflectively.