I think the difference is that they are better at pissing people off essentially by transgressing status quo norms. Most tech companies are too right for the left and too left for the right in addition to their "upsetting their perceptions of the natural order" aspects.

A big chain consumes the market and puts others our of businesses and it is just how things are. A new internet company goes from niche to cannot be ignored and it is scary change despite the impact being essentially the same.

Combine that with openly envious old media and their selective condemnation. I honestly suspect the real reason is that tech companies don't buy enough TV ads for their liking given the softball treatment of ones that do frequently like cable.