As David Green heads to the Supreme Court toda to defend the way he runs his company, consider the parallel story of another corporate executive. These CEOs both made hard moral decisions for their companies. But they have been met with radically different outcomes.

Larry Merlo, the president and chief executive officer of CVS, decided that his company would stop selling tobacco products. The decision was both a moral and a personal one. The company’s press release stated that, “The sale of tobacco products is inconsistent with our purpose.” Merlo’s personal announcement said that it was the “right thing to do.” Merlo’s own father died of lung cancer when Merlo was just a boy.