I want to take a moment a point out that the WoL isn't a perfect picture of a paragon of positivity.
When you first start the game and are on your way to one of the 3 city-states, you're asked by the Merchant what brought you to your starting zone. "Power, Fame or Fortune" Now color me skeptical, but none of those options necessarily paint the WoL in a good light. If you came for Fortune, you're looking to profit from other people's misery. If you came for Fame/Glory, then you're ignoring the plight of others and are likely going to step on anyone to achieve said success. If you've come for Power, well I mean that says a lot about you already. Then is the 4th option "..." but that might as well not be a real option anyway or a copout.
Then you have to realize that the character you're playing wasn't born yesterday and likely picked their starting city-state based on some criteria and forehand knowledge of what is good and BAD about it. You can't tell me your character picked Limsa and didn't know some if not a brief history of its backstory, that it was pretty much founded by Pirates, and still is very much ran by Pirates who still regularly engage in piracy, these are not nice people by any stretch of the imagination
Then you have Ul Dah, where there are literally refugees forced to live outside the protection of the city walls, in squaller, where people rob, rape, steal, and likely any manner of things just to stay alive, yet your hero could choose to go here and walk right by these outcast and mosey on up to the A.Guild and look for work, and while it's been a while just when does the WoL take an interest in the suffering of others in Ul Dah, I think its right before the Ifrit fight when the Echo sort of first takes hold of you and you see that harassed ones back story, prior to that you only did jobs that sometimes had you help those who had some kind of payment in exchange for your help. So either you were down for some piracy if you got the chance, or you were cold-hearted and came to Ul Dah just to get paid.
Gridania might be the exception, it's been too long since I actually started there, and thus I don't remember its issues right off the top of my head, so I'll not question that.
All three recruiters praise you for your courage, strength, and willingness to put yourself in harm's way. I guess that sounds kind of heroic, but they weren't watching you every step of the way, some of this had to likely be told to them by whomever it is you're reporting to at the Adventurer's Guild, and of course, they'd sing your praise because you get the job done and bringing in the money for a job well done.
What I'm doing is trying to build some doubt here in the life of the WoL, because while you always seem to fall in on the right side of history, the idea of it all is perspective, because for some of us at the end of the day we acknowledged a certain someone who put it quite clear that we and they are much alike, in that we do it for the thrill, and I think or choose to believe that leaves us in a very much grey area, but it just so happens everyone is happy to overlook it or maybe just not see it.