What Is ‘Evil’ to Google?

Famous though the slogan might be, its meaning has never been clear. In the 2004 IPO letter, founders Larry Page and Sergey Brin clarify that Google will be “a company that does good things for the world even if we forgo some short term gains.” But what counts as “good things,” and who constitutes “the world?” The slogan’s significance has likely changed over time, but today it seems clear that we’re misunderstanding what “evil” means to the company. For today’s Google, evil isn’t tied to malevolence or moral corruption, the customary senses of the term. Rather, it’s better to understand Google’s sense of evil as the disruption of its brand of (computational) progress.

http://www.theatlantic.com/technology/archive/2013/10/what-is-evil-to-google/280573/