Because 'don't be evil' is one thing (a good thing).

But here they seem to be going for 'do the right thing', which is a whole different plan.

This will cost them, at least short term. That's part of what 'the right thing' means.

Originally they said they believed that collaborating would do more good than not doing.

Now they are saying that they no longer believe that, and will no longer collaborate.

I am sceptical, but I still applaud it.

We can be cynical too. Let us show them that those sort of actions are appreciated.

For instance, their share price is falling. Let those who are keen on real altruism buy shares to drive it back up.

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.