Whether or not they have a reputation of doing the "right" thing (or not Being Evil, etc.), their primary business model ultimately depends on ongoing internet

Whether or not they have a reputation of doing the "right" thing (or not Being Evil, etc.), their primary business model ultimately depends on ongoing internet innovation, being safe for e-commerce, etc., so anything they provide to make the web easier to use, help defeating phishing, and so on is in their best interest. The incentives for them to be good about privacy are more vague, however.