Well, if you see the growth rate and popularity of Google then it is superb really.
We should learn from it, I had read somewhere that before starting Google, Lary used to experiment separately every thing, we should also do this work in our work also. We should also try different method separately and should see what effect our site is getting in terms of SEO.
Also, Google is very helpful to the society, it is working hard to give good work to the society, for example, if you search in Google then you would mainly find relevant results....... and it is due to the effort of Google..
If we have sites then we should understand that Internet is for society first and we should build our site society friendly mainly then we have to create some space where we can earn money but not directly.