One reason startups are on average less evil than other businesses is that the best way to start a startup is to make something you yourself want, and founders aren't masochists.
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So do they become more evil if they become successful?
They can, if only because in a large organization one hand often doesn't know what the other hand is doing. So if part of the company is under a bad person, it could start maltreating users.
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The incentives and stakes change as a company grows. Google got huge and decided to ditch "don't be evil" because being measured by that standard meant they couldn't continue to grow in the ways they wanted. Leadership wasn't unaware of what a bad manager was doing.
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Would you say that the antidote to becoming evil with size is some combination of culture and incentives? If you measure churn, middle managers will make it more complicated to churn out. If you instead base bonuses on churn + customer satisfaction maybe you’re better off?
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