You want to win in a way that doesn't diminish you as a person. Corporations are not just beholden to their shareholders, they are beholden to their sense of values and to the values of their leaders and employees. Google, of all companies, are powerful enough and have clever enough employees to find a way to not only stay competitive but to beat the competition in a way that is demonstrably non-evil. That they don't seem to be doing this is in fact quite a shame.