It just occurred to me a main reason they chose "Don't be evil" as their slogan. The foundation of the company is a slippery slope that will forever motivate it to get more personal information and to do more with it -- generally meaning profiting from that personal information in ways people don't know about. Also, they will forever be asked or demanded that information from governments and other companies who want…
The real problem is people don't really understand the context of "Don't be evil." If you read Steven Levy's In the Plex , or any first-hand account, really, you realize it's more about always thinking about the user experience first. It has nothing to do with personal information. As far as I know, when "Don't be evil" was coined, they used little to no personal information to provide search results.
It would be a little opportunistic to, on the one hand, have the founders include the following line in a company manifesto: "Don’t be evil. We believe strongly that in the long term, we will be better served — as shareholders and in all other ways — by a company that does good things for the world even if we forgo some short term gains" and garner all the amazing PR that's come from that association over the years--but then turn around and claim, oh, no, that was really mostly just talking about user experience. And I doubt they'd make that claim.