their first duty is to their share holders. This is true, but you're assuming that the shareholder's only interest is financial. I daresay that at least some o

their first duty is to their share holders. This is true, but you're assuming that the shareholder's only interest is financial. I daresay that at least some of them bought those shares because they believe in the "do no evil" motto, and believe that Google can make the world better. To this extent, doing the right thing despite monetary costs may be what the shareholders want.