Yeah they've basically been using loopholes for years to pay fuck all or next to fuck all / only a fraction of what they should be paying
Every business and individual has the opportunity to reduce their tax by using whatever approved schemes (loopholes as you refer to them) HMRC make available. It's strategic decision, I do it in my business.
I don't get called out in the press, because nobody gives a fuck about me. It's only because Shell is a huge public company that we find it offensive.
You've only got to look at the Finance & Investment thread on here to see that a key factor in a persons investment decisions, is the tax treatment of said investment.
As businesses and individuals, we are all looking to keep more of what we make, by legitimately finding ways to pay less tax.