"don't be evil" was killed by "evil"

In a somewhat underhand way, they removed the motto from the company and moved it onto their employees. Something like "Googlers shouldn't do evil". I'm sure HR and the legal teams preferred this shift from corporate mission to employee guideline. This might or might not be completely unconnected with subsequent high profile stories of Google employees being sacked on ethical, labor organisation and culture war grounds.

Its possible there's more of a business reason. Was it in response to censorship in repressive countries, or a response to concern about tracking, data etc.

Perhaps it was simply causing so much snark that google offloaded it.

It’s still in their code of conduct. Check out the last line:

https://abc.xyz/investor/other/google-code-of-conduct/