He demanded that employees live virtuously and sent social workers to snoop on them, and indeed there is evidence that, for a time, he uplifted his workers' lives.
This is one of the great things a startup can do, take an existing business and improve it virtuously for all parties while claiming a share of the action for itself.
If you go have lunch at a chain restaurant and virtuously opt for the 600-calorie meal instead of the 1, 100-calorie one, you'll be hungrier when dinner rolls around and you're eating at the neighborhood joint or at home, where no calorie counts are displayed.