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.