In my mind, it is largely aspirational because it takes a back seat to 'make Google money.' Or perhaps making money is by definition not evil, so if you're making money by what you are doing it is transitively not evil.
When I worked at Google, management explained it to be "Would you be embarrassed to be a Googler if what you were doing showed up on an article on the New York Times? If so then chances are its evil, don't do that." But then came Project Maven, a sort of real world test, and well that is still going on now isn't it?
Alternatively, “Do the right thing” could easily mean “correct” thing, as in the sentence, “If Dr. No did things the right way, he would have immediately killed Bond when he had the chance”
They really can’t win either way.