Earlier quoted context omitted.
Their goals are less outwardly evil than 1990s-era Microsoft, and that makes me think they have a much better chance at succeeding.
I don't know how "understand everything there is to know about everyone" is substantially less evil, especially when entirely avoiding Google is effectively impossible.
Microsoft's hardline "screw the open web, and buy a Windows and Office license every n years while we ensure we have no competitors by any means necessary" modus operandi in the 1990s was just so blatantly unfriendly.
Google's course is more... stealthy.