Ah, because people are never duped. Google's done an incredible job creating a do-gooder image for itself, which shuts off people's warning systems. (For contrast, consider Microsoft's long-standing reputation for being ruthless, especially in the 90s.) To be sure, I don't think it's all image, but you'd be a fool to think do-gooder sentiments are the driving force behind that company.
Since Sullivan is so interested in pointing out cute similarities, here's a serious difference for you: Google is insanely profitable and has an extremely effective positive feedback system for acquiring power. The Gray Lady, meanwhile, is on the verge of collapse.
The problem is power, and there isn't nearly enough concern over how much of it Google has. Good on The New York Times for trying to raise it, I say. I don't know if I agree with their proposal, but this is a conversation that we need to be having.
And by the way, it's not really about Google as such. If it were Yahoo or Lycos or whoever else in Google's position, the same arguments would apply.