I think that every job has a little bit of all three in it. For instance, working for yourself requires you to be a little evil in terms of watching out for number one, while there's evil inherent in being a lackey for "the man" in any job-job.
In terms of an industry, I think that my job is a good example, though, of how pragmatism takes all three into account and allows a person to choose how to conduct themselves. I work for an search marketing firm, mostly around search optimization. SEO is an industry that has been very maligned because of all the snake oil salesmen in the business, out to smooth-talk their way into a lump sum for a minor consulting engagement. The results for SEO are a tricky long-term investment, meaning they don't have to make any kind of promises on immediate returns. It's a very easy field to sucker somebody.
It's one thing to ask for an exorbitant lump sum from a client in a clear swindle. It's another to have a regular relationship with a business whose web developers may not be experts in NLP, the semantic web, graph theory, or ranking algorithms. A great UI is a nice thing to have, but if the on-page content is not machine-readable, who's going to find it? I get to be the person who explains exactly why content that is properly annotated with markup will beat out plain text content each time, and show to clients in a programmatic fashion the way a search engine might understand the structure and meaning of their page. Unlike many of the fly-by-night consultants, I've got applicable experience in ranking algorithms and statistical natural language processing, so I had the opportunity to introduce that degree of expertise to this job.
I'm not too sure of the degree of computer science in the industry outside of my firm, but I think that the background that I have legitimizes the pursuit of improving search rankings in many ways. I guess the moral of the story is that even if your industry is reputed as evil, you can do what you can to make it good.