Don’t Be Evil As a general rule, I'm fairly cynical about Evgeny Morozov, the writer of this piece, and I think it's certainly worth bearing his general anti-internet outlook in mind, as one reads this. Still, even with a more optimistic slant, this peice give a good picture of the ethical challenges that Google face, and makes a good case for the fact that, with a business of Google's complexity, using an idea as simple as "Don't Be Evil" as your guiding moral point is probably asking for trouble. (Which I would be reasonably certain Google know, hence my suggestion to bear Morozov's bias in mind while reading.)