Google wasn't evil, at least not before the IPO (which is when I worked there). People took the slogan seriously and based decisions on it. I don't know what happened.
Then they used that sound infrastructure to do evil with, as they had intended to do all along.
Those people that took the slogan seriously were used.
Google buzz was also one of the early moves that showed this, opting everyone who uses gmail into a social network was pretty evil if you ask me.