You guys are forgetting that "Don't be evil" is interpreted by a part of the brain as "Be Evil." That was a terrible slogan. "Do the right thing" is much better.<p>When we hear "Don't Be Evil" there is a part of our brains that interprets the part about being evil, the concept of what evil is, and then the logic brain has to jump in and say, "Now don't you do that." It's well known that telling people to "Not smoke" again and again will give them the urge to smoke. And telling your child to not do something will make them want to do it. Why? We believe it's because on an MRI scan most of the brain will light up when interpreting the "Smoke" part (because the brain is conceptualizing what smoking is), whereas only a small part of the brain will light up when trying to apply the negation "Don't" to that concept. If I told you to not picture a white bear....aha, you pictured a white bear!<p>If you want someone to do something, simply keep telling them not to do it.