Umbrella statements are complicated (Google is evil, Facebook is evil, etc..).
Individual actions, not so much. Using a user's 2FA phone number as a way to send menial account notifications or as a means for your profile to be found is evil. Scraping all data on public wireless networks when you're photographing the streets is evil. Sending unsolicited messages to all your contacts without telling you is evil. Making it as hard as technically possible to cancel a membership is evil. Tricking users into upgrading their license using blatantly false information (see Turbotax) is evil. That's not at all complicated.
Some people think that Google is evil. Others think that Facebook is evil. Yet thousands of programmers and non-programmers work there, many from HN.
Some think all ads are evil. Others think ads are good because they pay for freely accessible content online.
It's complicated.