Now Tech Moguls Have to Work to Appear Not-Evil

Image conscious.

Photographer: David Paul Morris/Bloomberg

Something weird is happening in the technology industry: Giant companies are suddenly worrying about what people think of them. It's not that Apple Inc. or Facebook Inc. didn't give a fig before. It's just that they've come to realize that people doubt their sincerity when it comes to industry slogans like "Don't be evil."

QuickTake Tech's New Monopolies

All the main players face questions about whether they harm democracy, people's health, fair competition, economic equality and privacy. This has been front-page news throughout this year and a hot topic in business circles and among politicians on the left and right.