It's a phrase that tends to be used by people who consider themselves superior to 'the masses'. The phrase refers specifically to the lower-classes or those outside of elite circles[1]. Combined with Google's reputation of quiet arrogance[2], it's a phrase that I would have avoided.

[1] Pick a dictionary and you will find references to lower-classes, the not-elite or the common people. https://www.merriam-webster.com/dictionary/the%20masses https://en.wiktionary.org/wiki/masses#English https://www.vocabulary.com/dictionary/masses

[2] Put in to words nicely here https://medium.com/@steve.yegge/why-i-left-google-to-join-gr..., but you can feel it in many of Google's products where they make all the major decisions because they don't believe users are as capable of making good decisions as Googlers.