If you fail to understand that large companies MUST react to the world around them, I won't be able to explain it to you. Every company would love to concentrate solely on making a great product and serving its clients well. That is no longer enough in today's world. Fail to grow, innovate and understand the direction things are headed and you go broke. There is a reason every major oil producer has a renwable enrgy arm now. Kodak never thought Digital would replace film, wrong. When is the last time you saw a VHS video, last time you used a pay phone and on it goes.
Do companies like Bud Light make big expensive mistakes, absolutely, but so do the ones that don't adapt. Look at bricks and mortar retail, those with no online option are dropping like flies.
I could go on much longer but the fact remains, Michelin has a long and great history of building great tires. Not recycling is not going to be an option in the near future; if anyone is going to get incorporating recycled material into their tire right, I would bet on them.