Word: eviler
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Ultimately, Google's business proposition is about trust. It retains loads of our data--what we search for, what we say in our Gmails--so we need to know it won't be evil with them. That's why Google declined that U.S. government request. That's also why, unlike Yahoo!, Google doesn't want to create its own content in any significant way. Once you do that, Brin and Page reason, people will start to wonder about the search results, whether they are skewed to help Google's bottom line. And once people wonder about that, the whole model...
...incredible growth, it's fair to ask whether Google is due for a stumble. To put it another way, Can Google maintain its success and remain true to the ideals that made it so popular? These are the guys who adopted as their informal corporate motto "Don't be evil." Sure, analysts in recent years have asked frequently whether Google's luck has run out, and yet the company kept thriving. But its vulnerability was plainly evident two weeks ago when jittery investors cashed out en masse after it reported an 82% increase in its fourth-quarter profit (below...
Beyond that quantifiable success, Google has tried to be special, the company that won't give in to the dark side, be it censorship, greed or just plain jerkiness. It's hard to say exactly what "Don't be evil" means, and one could argue that that's the unwritten principle of every respectable corporation. But Brin and Page's ultimate vision--to make nearly all information accessible to everyone all the time--is a tricky thing, given that a lot of us (individuals, corporations, governments) aren't comfortable with a 100% free flow of data. Just last week Google...
That's why Google's decision to launch a censored website in China was so jarring. (See "Google Under the Gun," TIME, Feb. 13, 2006.) Doing a totalitarian government's bidding in blocking the truth in order to make a few extra bucks is practically the definition of evil. Google acknowledges that it's in a tough situation but says it ultimately has to obey local laws. "There's a subtext to 'Don't be evil,' and that is 'Don't be illegal,'" says Vint Cerf, an Internet founding father who now serves as "chief Internet evangelist" at Google. "Overall...
...Google," says CEO Schmidt, a soft-spoken former executive of tech firms Novell and Sun Microsystems who seems comfortable with his role as the third Google guy. (That's something like being the fifth Beatle but far more lucrative.) Indeed, inside Google, obsessing about the stock price is almost evil. Marissa Mayer, a vice president, imposes penalties on anyone she catches tracking the latest tick. "If I see someone looking at the share price, they owe the cost of one share," says Mayer. A few have had to pay up, she says. Early last week that could have meant...