Summary: The Internet has created frictionless karma - doing good comes around very quickly these days.  You don't have to wait a lifetime to benefit from doing good!

The companies that will be unnaturally successful in the future won't be evil (Google was visionary, if they can stick to this).  The unnaturally successful companies will have, whether as part of their business mission or culture mission, visions and values that include doing great good in the world, either for their customers, employees or communities.

Saleforce.com Foundation is one of the earliest examples of this.  Salesforce the business isn't out to do good (it's all about money), but part of the cultural mission is to change the way companies think about philanthropy...to make it an integral part of the company's culture and experience.

The enormous wave of companies being started today that are 'green' are just a foreshadowing of this broader, ongoing, sustainable trend. 

In the past, evil was rewarded, good was punished.

In the future:

Trust, Values Beyond $$$ = Good

Good = Success

Coercion = Evil

Evil = Failure