It's not that DoubleClick has done the terrible things, it's that Google has done them. The naked attempt to monetize wikipedia's eyeballs that was Knol. The careless lack of attention to privacy that was the Buzz launch. The very existence of Buzz, a me-too product that does nothing different to the existing competition. It's hard to imagine the Google of 2004 launching those products.

Of course, it's not all bad -- Chrome is very much an old-Google product, pouring innovation into a category that was content to slowly iterate. Android is another example of good-for-Google, good-for-everyone innovation. But those examples are getting fewer and further between, while copycat products are getting more common.