yeah, "don't be evil" is bullshit. Personally targeted ads are evil, because 1) they need information some might consider private and 2) they're targeted wrong. I never click on Google ads, but always on Fusion/Deck/Carbon/BuySellAds/etc which don't know anything more than I'm on a site about design/development so I must be a developer or a designer, but still much more useful.

I'm so happy we have people like Denise, Maciej and Colin who make services like Dreamwidth, Pinboard (for bookmarking) and Tarsnap (for backups) and using services from big corporations like Google who see eyeballs and clicks instead of people isn't the only option.