Every large company does similar things, but essentially no company on Earth is capable of doing it at the scale that Google does. This makes Google being evil a much larger problem than other large companies like Nike.

"Be more profitable". Remaining profitable hasn't been a problem for Google.

Nah, "be profitable" is enough, once you go down the details.

For example, if every change to the Google homepage needs to be profitable, then they can't ever make ads easier to ignore.

Scale that up to data collection etc, and you get Google today.