They already had a public standard that people actually believed in for a good many years: *Don't be evil."
They've been palpably moving away from that each year, and it's been obvious in their statements, documents, as well as actions.
How about shaking down a competitor? 
Not being evil has always been a side-show to the main event: the enormous wealth-generation that paid for all the good stuff. It's still the wealth-generation in the drivers seat.
The above is sometimes mentioned in discussion, were people point out that the motto is "don't be evil" and not "don't do evil".