I agree with Martin. Companies like Yahoo! and Google know more about you than you may think is possible. They have so much tracking data that they need internal policies to hold them back from being evil.
Here's an excerpt from a job posting at Google:
We take pride in working for a company with a clear mission ("to organize the world's information and make it universally accessible and useful") and a real soul ("don't be evil").
That's verbatim from the job posting. Google actually has "don't be evil" in their mission statement. In other words, they have the ability to be evil because they have so much data, but Google has deemed it necessary to make a policy of not being evil. I hope all Google employees, who have access to valuable information, feel the same way.
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