"Don't be evil... to our shareholders."
> It's all about data collection to spew more adverts at people.
The way they do this is the single most ethical way of doing advertisements. Non-intrusive and trying to predict what you actually need. They're pursuing the ultimate goal of good advertising, i.e. connecting your needs to the best way to satisfy them, but hell, they're evil.
We can discuss side effects and externalities of their data collection, but that's a completely different thing than assuming malice.