"This advertising method work great! What other markets can we apply it to?"
"There is this a market it works even better on, and keeps them coming back for decades."
"Decades? Great! Let's do it."
"Well, that market is kids. Are you sure we should?"
"Hmm... didn't think of that. Well, too late to stop now. Besides, the government set up rules that when you do it, you just pay a fine. It's like a toll road. We'll follow their rules and everything will be fine."
"It's decided then. Project Kids is on."
When some people in Google saw the temptation for such outcomes, they proposed publicly committing to avoid being evil. When push came to shove, they backed down on the public commitment.
With each situation, they can choose to return to their public commitment or what they're doing now.
They seem to pick this option many times and the public commitment keeps getting relegated to more minor places. Last I heard "Don't be evil" was buried in an HR document.
The shareholders are happy, though, right?