People make fun of Google’s “do no evil” motto. But, in their case, its not just ethics but good business. Google lives and dies by the good will of its users and customers — none of whom have, in a practical sense, very strong lock in to Google’s technology. At the same time, much of the low hanging fruit for a search company like Google, involves doing kinda creepy things (like pay-for-placement, selling data mined from users, etc) . In order to last and avoid the fate of their predecessors, they have to walk a fine line — “Do no evil” seems like an excellent guide.