So why are we calling this evil? Because Google changed the rules that it defined itself. Google built its reputation, and its multi-billion dollar business, on the promise of its “don’t be evil” philosophy. That’s been largely interpreted as meaning that Google will always put its users first, an interpretation that Google has cultivated and encouraged. [...] Google’s philosophy speaks directly to making money without doing evil. And it is very explicit in calling out advertising in the section on “evil.” But while it emphasizes that ads should be relevant, obvious, and “not flashy,” what seems to have been forgotten is a respect for its users privacy, and established practices.