Google has always said that their underlying philosophy is "Don't Be Evil". Plenty of people accuse Google of having questionable ethics and even more suspect ambitions but I've always believed that they stick to that ethos pretty closely. If Google looses that credibility then what would they have left?
The one thing that Google has done that I always found deplorable was their stance on censorship in China. Up to this point Google has bent to the will of the PRC government by providing completely filtered search results within China. It looks like Google may be finally fed up with the tarnish to their name that this has brought.
You can't possibly imagine how much money this could cost Google, after all China is the largest and fastest growing market for Internet related business. If the Chinese Government doesn't blink (and they probably won't) then Google stands to loose BILLIONS.
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