To expect major financial players to sacrifice a substantial amount of capital is to expect the exceptional, regardless of how obvious the ethics may be. If they gain substantial cultural capital, ie reputation, then such expectations become somewhat more realistic, in my opinion.
Between entrepreneurial creativity and political incentivization of such creativity in certain areas, I think we have the basis for a gradual transition into a more conscientious phase of capitalism.
Beyond the sort of protracted adolescence we seem to be suffering from presently, wherein short-term financial reward is chosen at the expense of long-term wellbeing, especially when the wellbeing is that of other humans.
I only have limited insight, and hindsight at that, into the maelstrom of complexity and confusion of risk that seemed to define the sub-prime mortgage crisis, but I think it is straightforward to appreciate that whole scene as symptomatic of the kind of adolescence I am talking about.