The implication I read into it was that technology companies should be aware of the plight of the poor, and try to help people out (AirBnB, Google, etc) and be careful not just to exploit them (Zynga). But maybe I'm just projecting my own beliefs. :)
I thought there was the implication that google did
Google helps society. They provide good search. What separates then from Bing is that they operate with the idea of "do no evil". Bing are seen as copying (an idea - stealing) which is bad in society.
Zynga provides cheap entertainment, but that's not good for society. TV isn't seen as good for society anymore - it's passive. There's an opportunity cost to being entertained - you could be productive - learning on Wikipedia.