More on the Google tone shift
The Mountain View Internet company built a $100 billion brand and seized control of the search industry by delivering superior tools and convincing the world it took its "Don't Be Evil" motto seriously.
But as the company extends its influence in advertising, media, mobile and dozens of other areas, that perception is increasingly called into question.
The most fervent have dubbed it "the new Evil Empire." Others say it's simply becoming another big company focused on the bottom line. Either is a change for a company that cultivated a reputation for trying to improve the world.
"The perception has shifted dramatically," said Rob Enderle, technology analyst with the Enderle Group. "Google has become incredibly heavy-handed."