Quote: "In my experience, all national/global companies treat their employees like dirt and their customers like cattle."
Whilst I think there are many greedy or bad large companies out there, I think saying 'all' is a bit of a stretch. I think small businesses definitely have their advantages, but there are of course, some disadvantages.
Of course, with treating customers like cattle, when you are that big, it can be difficult to cater to the needs of everybody and naturally you'll get those disappointed by the service and they won't please everyone. From a consumer perpective it can seem like shouting in a sea of people, but then that's because you're amongst several other people. So there are disadvantages to being a large business. And of course, they've got to take care of employees, which means, business risks can be a bad thing. Losses need to be picked up somewhere and it's not always the profits that can fill the space. We can see this with video games, the larger budget ones will tend to keep to working models, whilst indie studios are all trying to stand out by being 'different' or that little extra quirky.
In this respect, you can kinda respect Steve Jobs, because unlike many CEOs of large international businesses he was willing to take marketing risks, but was able to drive them forward because he believed in them. Of course, say what you like about Apple, but you gotta give them kudos for making those risks. People tend to deny how Apple has affected the technology market, but then it's generally in repulse to their other business decisions or the behaviour of fans.
I don't think it's always necessarily just trying to keep their pockets lined with gold without caring about employees or keeping customers happy.
Of course, I don't doubt there's people who'll make the most they can out of people and engage in unfair or unethical business tactics or not caring for customers or employees. I don't think they can all be swept with the same brush.
For example, I work for a large international company and I feel I am treated fairly by the company. I get along great with my boss, I get along great with the big boss and the folks at head office seem decent enough and offer good rewards for people who work hard enough.
