The company, as a company, would not move forward with these measures if it didn't help their bottom line or hurt their competition in some way. They aren't doing this out of the goodness of their hearts. Sure, it may have started as a well meaning thing by a few workers, but it's pretty clear that it's to hurt their largest advertising rival, Facebook. If Google can make their advertising and data more valuable than their alternative they will grow. Does that mean that what they are doing is inherently bad, and won't benefit society if it's successful? Not at all.