I see "don't be evil" as Google signalling that they were playing a long-term strategy rather than short-term one. When that "motto" came about in the early 200

I see "don't be evil" as Google signalling that they were playing a long-term strategy rather than short-term one. When that "motto" came about in the early 2000s, the web experience was crap because so many companies were trying to cash in for short-term gain. Instead, Google eschewed short-term profits to be in a better place down the road (and look where it got them verses, say, AltaVista). It's not that Google is benevolent per se, but that by concerning themselves with the long term, a nice side-effect is that users are happier.