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Microsoft get a free run on the "evil" front because hell, they're Microsoft. That's what they do! Google don't get a free run, they invite debate and ask the world to hold them to their stated principles, and I sort of like that they're not getting rid of that slogan any time soon.
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If you're going to invent words and concepts unfamiliar to the reader, you can't introduce them gradually without undermining the reality of the language. But at the same time explaining everything up-front would make a book awkward and top-heavy.
