What if we start a company with "Always Be Evilin'?" Then gradually over time convert to "Don't be evil" *

* Our shareholders will probably sue us

If your company makes a product that does thinking for people, it’ll be easier to just gradually change its definition of evil.

What about "It's free and always will be"?

There was an article a few years ago here on HN about "can't be evil" business models, which used Costco as an example. As soon as Costco turns evil, it stops working. https://www.bryanlehrer.com/entries/costco/