This is why I feel that "Don't Be Evil" lost all meaning the moment that Google bought Doubleclick (inventors of the tracking cookie). Of course, I'm also old enough to remember the sheer outrage and total boycotting of X10 by Slashdot users (decimating their consumer customer base) because they were the first company to launch a major ad campaign using popunders. I'm still waiting for similar outrage to be aimed at Netflix.
(Incidentally, Chris Wright's Help Desk comic has established that the actual Face of Google is an extradimensional eldritch horror known to us as "G'oo'gl", and "it's not G'oo'gl's fault that when it communicates in the ancient language of its race, all of the meaningful nuances, tones and inflections of the words are lost to the range of human hearing, making every utterance sound like the same thing over and over and over again. It's also not its fault that the basic structure of its language sounds like a philosophical statement supporting something it has been opposed to since the beginning of time. After all, its language came first..."
The "every utterance that sounds like the same thing over and over again," of course, sounds like the phrase "Don't be evil."