Why "Don't Be Evil" is Wrong for Startups

In here, you talk a lot about scale vs. binary (evil vs. good). Shouldn't you also examine the morals of different startups on this sliding scale? Would you say that Google's "Don't be evil" motto is worse than nothing? Better than nothing? Somewhere in between?

Isn't Google making a conscious effort to try and do something (even if it's a little misguided) better than all the companies who don't do anything?