[spyrosk]

When it comes to evilness Google has been posing as the good guy for a long time, while collecting a lot of personal information from their users in the background.

Facebook, on the other hand, is based on the users voluntarily and involuntarily (through friends etc) providing their information and isn't so discreet about it's attempts to leverage this data to profit.

This is known even by non savvy users (personally, I've met a lot of non technical people that were worried about Facebook's collection of data with regards to personal rights/privacy, but haven't once heard about Google's tactics) and has bitten them before, e.g. Beacon.

So I feel that Google won't be stigmatized by such a move, considering it's against an opponent perceived by the public as more evil.