The 3 points you describe sound more to me like deontology than negative consequentialism. According to the entry you linked to, deontology judges actions based on the actions themselves, while consequentialism judges actions based on their consequences. Negative consequentialism, then, involves avoiding actions which produce consequences that are overall negative. In each case you described, the actions are typically considered deontologically wrong, but the overall consequences of those actions are not negative, so they don't seem to me to be wrong by negative consequentialist standards.

Getting back to the topic of the submission, I always presumed that the comment basically meant, "Don't be like Microsoft." Many people call Microsoft the "Evil Empire", so this falls in nicely with that theme. By aligning themselves opposite Microsoft, Google is able to attract that population of hackers which does not appreciate Microsoft's business tactics (things like the FUD campaign that is going on right now in regards to patents). Whether Google is actually committed to moral business practices or not is debatable, but the motto is a nice way to appear "hacker-friendly".