The world's biggest, best-loved search engine owes its success to supreme technology and a simple rule: Don't be evil. Now the geek icon is finding that moral compromise is just the cost of doing big business.

Though I haven't been able to go through the complete [URL=http://www.wired.com/wired/archive/11.01/google.html]article[/URL] yet, I can tell from the first part of it this is one good read, specially if you happen to use Google for pretty much anything like I do ;).