I took it to mean, prioritize long-term growth over short-term income. But the slogan was silly even back then, like obviously an evil company would claim to not be evil.
FWIW, it absolutely was believable to me at the time that another Internet person would do a company consistent with what I saw as the dominant (pre-gold-rush) Internet culture.
For example of a personality familiar to more people on HN, one might have trusted that Aaron Swartz was being genuine, if he said he wanted to do a company that wouldn't be evil.
(I had actually proposed a similar corporate rule to a prospective co-founder, at a time when Google might've still been hosted at Stanford. Though the co-founder was new to Internet, and didn't have the same thinking.)
If it was silly, a lot of altruistic people nevertheless fell for it.
For example, my impression at the time was that people thought that Google would be a responsible steward of Usenet archives:
https://en.wikipedia.org/wiki/Henry_Spencer#Preserving_Usene...
FWIW, it absolutely was believable to me at the time that another Internet person would do a company consistent with what I saw as the dominant (pre-gold-rush) Internet culture.
For example of a personality familiar to more people on HN, one might have trusted that Aaron Swartz was being genuine, if he said he wanted to do a company that wouldn't be evil.
(I had actually proposed a similar corporate rule to a prospective co-founder, at a time when Google might've still been hosted at Stanford. Though the co-founder was new to Internet, and didn't have the same thinking.)