They are actually two different things, just because might have never worked for a good company doesn't mean they don't exist.
Early ERA in alaska was a good example. They pioneered hoisting people on to ships, IFR sling loads to platforms, emergency approaches using weather radar and many other things. Many of the things that we think are standard today are things that had not been done until they tried it.
One of the guys that was part of that was Bob Culver (BC) who has now passed away. You will never meet someone who doesn't think BC was anything but an exceptional safety focused professional. Yet he told me that he and guys like him had to constantly fight off the regulators who tried to stop them because there was no certified equipment or regulations that specifically said they could do it. There take was that they were happy to spend a ton of ERAs money to try to do new stuff as safe as possible so more work could get done by helicopter. They mitigated every risk they could think of yet they were OK with the idea that at some point we need to go try and hopefully it will work like we think, but it might not. They lived an adventurous life in my opinion but were they around today, they'd probably have many people telling them they were irresponsible risk takers because nobody could garauntee it's safe.