A long time ago, Google set itself up with the mantra "don't be evil," which was probably sincere. At least before success became substantial. Steve Jobs once called them out on the bullshit of the phrase in a large corporate setting, and more and more he got proven right in hindsight.
But
if Google decides to risk economic viability to make their product better, i.e., if this rumor isn't so rumor-y, it may indicate a return to form. Wouldn't that be nice?