The first rule of not being evil is: don't do things you think are evil. So it's a shame that Google has violated its own policy by giving bloggers cash in exchange for writing about its browser, Chrome.
Google, or perhaps more likely its advertising firm Unruly, managed to sponsor bloggers to chew the fat over Chrome, reports SEO Book. Some of them talk about how great Chrome is for small businesses, and most contain a Google promo video.
Meh, that's kind of fine, right? Mmm, the thing is, paid-for-links to the Chrome download page would be just fine according to Google's rules — as long as they were tagged up as "nofollow" links. That's supposed to let PageRank know that a link was paid for so as to exclude it from search rankings.
But, uh, some of the links didn't follow that guideline.
OK, so this isn't too bad: it isn't like Google is culling small kittens. And it could in fact be an innocent mistake on the part of the bloggers. But what it more likely indicates is that Google is getting so large that it can't help but trip over its own policies. And at that point, it becomes difficult to hold an entire organisation up to its existing ethical codes.