You merely mentioned fairness, but you didn't mention which aspect.
Jack has been vocal about wanting to pay tax by revenue (or whatever way) to the city. The point that he objects is that Square pays tax more than Saleforce, when Saleforce's revenue is way way more than Square's.
This is an example of US political debate.
Everyone immediately accuses the person of being evil (i.e. not wanting to pay tax and of hating homeless). But nobody actually answers why it makes sense for Square to pay more tax than Saleforce.