Well, the "true character" of any company is essentially being a greedy asshole - and that's no surprise, if they weren't that way from the beginning, the shareholders would dictate this behavior. I know some people think Apple is an exception - maybe these latest shenanigans will change their minds, but I wouldn't bet on it...
It may often be a useful model to pretend "a company" has a character, but when the context is McKee on character, it is a mistaken perspective.
I'm sure McKee would argue for the exact opposite! Organisations are run by individuals, and it is their character that is revealed. The greedy assholery is the front they have to assume to uphold their fiduciary duty to shareholders, but their true character is what happens underneath – the thing revealed under pressure.
