Also didn't notice this. It's actually kind of impressive how they hard they went into breaking the "Don't Be Evil" typecasting.
That explains a lot, doesn't it?
For example, if every change to the Google homepage needs to be profitable, then they can't ever make ads easier to ignore.
Scale that up to data collection etc, and you get Google today.
C:\> WIN
(I can't recall, did they have paths then? was it C> instead?)