Really? Because I think "Don't be Evil" is, if interpreted strictly, impossible to achieve completely. And Google has not succeeded in achieving it completely.

Really? Because I think "Don't be Evil" is, if interpreted strictly, impossible to achieve completely. And Google has not succeeded in achieving it completely. But it HAS been a major influence on the company's culture and outcomes. I think "No Egos" is similar: simple, clear, laudable, and challenging.