[riffraff]

But Google ten years ago seemed good, full stop. All of their behaviour seemed to be a net positive for the rest of the world, even when done in self interest.

Now, it's easy to see some behaviour which are not.

Even assuming there is a slide toward evil for corporations, and I'm not sure there is, it still seems correct to say that a company is at a given state of "goodness" in a certain time.