Edward Snowden's email provider, Lavabit, shut down their company rather than let the US government spy on their customers: http://www.wired.com/threatlevel/2013/10/lavabit_unsealed/.
It would take a lot of moral strength to agree to shut down something you've built up over years of work in order to protect your customers from spying. It would have been very easy for them to allow secret spying (like Google, Facebook, etc.) but instead they stand out as the one company I'm aware of that refused to provide "lawful access" by the US government.
Even if you don't agree with the service they provided, they are a great example of a business that put ethics before money.