Most people are not free from the need to work and might have plenty of personal factors pushing them into compliance. Working for a company that gives good conditions and good salary should never be shamed. First because it alienates the people in question, reinforcing their disregard for any ethical or political discussion. Then because it sow division among the workers. The choice of the word "guilty" makes it worse.
Working for an evil company is not intrinsically an evil act: you might be trying to unionize it, you might sabotage it from within, for your own interest (taking naps) or political reasons, you might be salting it.
If you really want to run a purity test on people, you should try at least to assess the space of action they have to fight against the company evil practices, their knowledge of it, the risks they are taking if they went for action. If a person has a chance to act against the evil impact of the company, risks pretty much nothing, has all the knowledge and psychological strength to act, and then doesn't act, then we can start talking about unethical behavior.
Well, if they build enough leverage, they could force Bluesky to adopt a version of AT that is less skewed in their favor. Protocol details are easy to change when you have only one adopter, lol. Not sure this is part of their strategy though.
Also you seem to be thinking that anybody involved in this (the fediverse, bluesky, this initiative) follow a logic of commoning, where this money will be spent to improve the technical protocol itself. I don't think this is the goal at all here. They want to change the power structure in the world of social media and integrating with AT is just a tool for that, that might change going forward. AT is interesting only insofar it supports their goal, but the interest of the "AT commons" (which for what I know is basically non-existant) is a secondary concern for now.