The morality of a company is more of a secondary factor, though. The things I care most about are if I feel their system is trying to take advantage of me, the consumer, rather than how it treats it's employees. I realize that sounds horrible, but we're not generally privy to what happens behind closed doors. Amazon makes headlines on a regular enough basis to make that sort of abuse common knowledge.

If a company like Newegg acts the same way, it's not something that I am routinely made aware of.