It’s all about authenticity, really.
Most search punditry doesn’t involve discussion about radical moral relativism, so this article has got to be a first!
“Much has been made of the Google dictum which states: “Our informal corporate motto is ‘Don’t be evil.’” But this Manichean distinction is beside the point. To the founders of Google, more important than being either good or evil is being true–true to oneself and true to one’s principles. Google’s moral code represents the capitalism of authenticity. It’s what makes Google different”.
Good vs evil has always been a trite over-simplification, and it is indeed curious that Google ever talked about their company in those terms. I bet they regret it these days. This article digs a bit deeper beneath the surface, and shines a new light on an old argument.