BobC and VF each highlight interesting questions, as there are at least two different perspectives on each of their issues.
What is the responsibility of a corporation? Corporations owe their legal existence (shielding shareholders from personal liability, etc.) to the state, and as such have traditionally been regarding as having some public obligations. Over the past 30 years or so, that perspective has shifted toward viewing corporations as answerable solely to their shareholders.
The two perspectives are not entirely incompatible, as VF suggests by mentioning an obligation to do right by their employees. Either because that's part of an implicit agreement with the state that grants corporations legal status, or because companies that treat their employees well tend to be more profitable and thus benefit their shareholders.
Either way, there is a third leg to this stool - the customers. Corporations have an obligation to do right by them as well.
Which brings us to spin - a question applicable to all media companies, not just Morningstar. There is one line of thinking (implicit in BobC's comment) that all publishers pander - so let's give up on any pretense of objectivity. You see this in some press internationally, and it was widespread in the US a century ago.
The pendulum may be swinging back that way. Not just Fox News, but CNN where the "talent" has to add disclaimers on air that they are
still on outside payroll.
But that doesn't mean objectivity is a fool's errand. Some publishers build firewalls between content and advertising departments. Never
100% effective (IMHO), they nevertheless do (or at least can do) a good job in keeping the content fairly objective.
M*'s firewall:
http://discuss.morningstar.com/NewSocialize/forums/t/251837.aspx(I readily acknowledge that M*'s 20
10 statement that it was investing in its infrastructure undermines its credibility regarding its firewall.)