It's nice to see someone willing to act on their principles. Unfortunately, as this person found out, most people are not that good.

More than that, I tend to think that so many Rubicons have already been crossed by Google and their ilk that it's pointless to think aiming at any narrow ethical target like this will make much a difference. So my appreciation for the author's ethics is tempered by a belief that, even if Google had done everything the author wanted on this one issue, the company would still be evil.

I still think there is almost no chance that companies so large, built on such a wide array of unethical activities, are redeemable. I don't see any real solution but wholesale dismantling of virtually all large companies in existence today, and putting in place far stricter regulations that prevent any companies ever becoming that large and powerful again.