I hate to be that guy, but it was “don’t be evil” not “do no evil”.
Basically meant “don’t be like Microsoft” back in those days.
Very different meaning than people often assume, and not about hype. More about not letting success get to your head and using it to crush everyone else.
The degree I take a company seriously is inversely related to the hype spewed by these articles (see pre 10/2015 Theranos press)