Google's leadership made their intentions clear with the purchase of the much reviled DoubleClick in 2007. They didn't become villains; it was always all about the money, just like everyone else.

I think at least at first it was genuinely not villainous. The highly technical founders, I think, did mean it with "Don't Be Evil". PageRank wasn't designed from the start to be a universal panopticon. After all, the global crash hadn't happened, rates weren't zero yet, no one had smartphones, social media wasn't a word, mobile meant J2EE and Symbian, and the now-familiar all-pervasive Silicon Valley financialisation MBA cancer was yet to come. That said, the realisation that "all the data" wasn't just about search index data and book scans did clearly hit for them (or, if that was the plan since 1998, surface) by the mid 00s.

DoubleClick was the year after Google Code. They had a good few years of being considered cool and, well, Not Evil. Google Earth was 2001, Gmail, Scholar and Books was 2004, Reader and Gtalk (RIP x 2) 2005, Patents in 2006 and dropping 1.65 billion plus (which sounds trivial now that everyone and their mum's are worth billions for whatever dog-walking app, but not then) on YouTube that year, even though it was only a year old. Mad times, you could barely sign up for a beta before another one landed. The search engine itself was of course revolutionary and peerless. And you could use it on your WAP phone until something called the "iPhone" happened.

For those of us who were young and, yes, naive, and who weren't paying attention in the first dot com crash in those newspapers adults read while we played (8 year olds in the 90s rarely using IRC to get the lowdown on Silicon Valley), it seemed like it was possibly a new age. "Going public" in 2004 wasn't yet another obvious "oh here we go again" moments, because they were among the first in the generation, with the pervious generation mostly fizzling before pervasive internet access (Amazon made it, but it was a slower burn).

Chrome and Android was 2008, and I remember first hearing around then the phrase "Google Mothership". Though I never stopped using Firefox (and Opera, I don't remember when I switched to Firefox), Chrome was undeniably a technical coup at the time. Being cool and shiny and actually good at being a browser, while kicking that evil Microsoft in the teeth helped too. It took time to burn though that goodwill. Even today, very many otherwise FOSSy people won't move from Chrome.

This made me nostalgic for the low bandwidth, no javascript, almost all text gmail interface. It felt so snappy.

It was actually fun to go poke around and see what new sites they were cooking up. I'd forgotten.