[beagle3]

Both are semi-evil towards end-users by virtue of these end-users being the product, rather than the customers they imagine themselves to be.

Google tries to reach the unevil side, by giving you as full control of your data as they can, and not cross over the creepy line (although they are always near it).

Facebook doesn't, and therefore finds itself on the evil side almost all the time. It's not that they want to be evil that makes them evil; It's just that not avoiding becoming evil makes them that way, and they do not try to avoid it in any way. (Plus, evil is more lucrative).