I don't think I'm being generous. Google's large scale plans are mostly about making the internet and technology ecosystem faster, safer, and more widely available. Of course, this is because their revenue scales as a factor of the number of people using the internet, the number of pages each person using the internet browses, and the willingness of people to spend money on the internet. But don't let the motive distract from the plans. Consider the plans on their own merits.
Still, ISPs are definitely higher up on the evil-o-meter.