Integrity and why we have forgotten about it?

OK, I've focused a few of my postings over the last few months on brand values used by companies (e.g. this one on Human Attributes). These are often words such as: Trustworthy, Transparent, Approachable, Innovation, Collaboration, etc.

But after reading through many of these from different companies, I've noticed one word missing from the collective bunch... Integrity


Why is this?

Why do companies not include "The steadfast adherence to a strict moral or ethical code" as a differentiator? http://www.thefreedictionary.com/integrity