[aleph_minus_one]

> It was baffling to me how many developers took "Don't be evil" at face value

In my opinion a little bit more care must be taken here:

The "don't be evil" slogan was in my opinion both a blessing and a curse for Google: a blessing in that people initially trusted that Google does not intend to do something evil; a curse in the sense that when they started doing things that were considered "evil", it lead to a massive reputation damage for Google.