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This is ahistorical. As another commenter said, you can look into the factual history behind the slogan yourself before it became an advertising company.[1] [1

• ronaldx 13y ago
  That's an anecdotal account, not a factual history. Besides, I can use it to make my point, e.g.: "our competitors, who at the time, in our opinion, were kind of exploiting the users" So, they are fully aware that they're entering an industry where exploiting the users is a common temptation. Like I said, this provides motivation for a slogan referring to that. "Amit started writing it down all over the building, on whiteboards everywhere." Imagine literally going around plastering "Don't be evil" all over your colleagues' working spaces: I'm not sure that would be accepted as inoffensive in most work places... IMHO that would normally be a very strong action showing you think your colleagues ought to be reminded.