It seems like any tech company (we stick with that since this is a geek/tech site) gets this adjective attached at some point. Either a company is not a threat or they are evil. Are there big companies that don't fall into this? Microsoft has been evil forever at this point, now they are falling by the wayside a bit in browsers and devices, so no one says it anymore. Google was great, until they weren't. Now they are evil because of ads and clouds and random other buzzwords depending on the article. Apple was the well designed underdog until they got popular, then they became evil because 'hey my iPhone and iPad are locked down'.
I think the problem often is 1) we are not normal users 2) we have our own biases and can't agree on a damn thing. The user part you can get past. Just go to the store with your spouse/friend/mom and you can see their reaction to devices/features and get a better understanding. The bias part is much more difficult. We all know (and maybe you are) someone who you can't have a discussion with because Apple/Google/Microsoft/Sony/etc are Evil (TM). End of discussion. Nope don't tell me about the good points, I just want to be happy in my hate towards them because you know they do it just to spite me.
Everyone thinks someone else is evil, so in the end either everyone is evil or no one is because our definitions need to be adjusted a bit.