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Enormous cognitive dissonance. Employees believing they are "organising information" or some other lofty, idealistic goal, when they are actually preparing _bait_ to lure in ad targets. The end goal is not organised info or some other benign purpose, it's surveillance, data collection and sales of advertising services, exactly what people expressly dislike. People do not pay for the organised info; the info is public, it does not belong to Google. Maybe employees think, "I am not working on advertising so I'm not contributing to the problem". If an employee at the advertising company is told by their manager to support the surveillance, data collection or advertising effort in some way, directly or indrectly, the employee does not say, "Sorry, I cannot do that because I am opposed to advertising." Today, Google literally takes money from people in return for not harassing them with ads. They call these "subscriptions". Create the problem and then sell the solution. Incredible,