Possibly because it's literally the subject of this thread, blog post, and the change of heart we're discussing.
> but this coming after the fact rings a bit hollow to me
^ from your original comment. So you don't buy the change of heart because...they had a change of heart after an event that told them they need a change of heart?
Did you expect them to have a change of heart before they realized they need to have a change of heart? Did you expect them to already know the correct ethics before anything happened and therefore not need the change of heart that you'd totally be willing to give them the benefit of the doubt on?
> They've violated their own "don't be evil" tenet (in spirit, not saying they are literally "evil") before.
Right, in the same way that I can just say they are good and didn't violate that tenet based on my own arbitrary set of values that Google never specified (in spirit, of course, not saying they are literally "good", otherwise I'd be saying something meaningful).
It still doesn't look like you were ever willing of giving them the benefit of the doubt on a change of heart like the one expressed in this blog post. Which is fine, if you're honest about it. Companies don't inherently deserve trust. But don't pretend to be a forgiving fellow who has the graciousness to give them a chance.