Jeff Bezos - Amazon = Deliberate Evil (Alexa spying on you to gain data, pit cities against each other to get tax breaks, let thots expose themselves on Amazon owned twitch even though minors are there, because it's good for business)
Larry Page and Sergey Brin - Alphabet/Google = Accidental Evil (create cool stuff, extract data, but at least they ain't Facebook)
Tim Cook - Apple = Zero Evil (Come out as first openly gay CEO, shut down Facebook's internal apps for 2 days, doesn't ask for tax breaks while creating a second hq in Austin)
And I hate it when the fanboys get it right, but I just watched interviews by all 3 companies' CEOs, and it explains everything.