Because 'don't be evil' is one thing (a good thing).<p>But here they seem to be going for 'do the right thing', which is a whole different plan.<p>This will cost them, at least short term. That's part of what 'the right thing' means.<p>Originally they said they believed that collaborating would do more good than not doing.<p>Now they are saying that they no longer believe that, and will no longer collaborate.<p>I am sceptical, but I still applaud it.<p>We can be cynical too. Let us show them that those sort of actions are appreciated.<p>For instance, their share price is falling. Let those who are keen on real altruism buy shares to drive it back up.<p>Perhaps we can create a climate where good corporate behaviour is actually profitable, and where corporations and governments fear to be caught in the act of evil.