However, let’s not be naive – all companies are there to make profits. If you’re paying for a product, chances are, you are the product. It will always pay dividends to exercise due caution when entrusting your information online. Apply excessive common sense and redundancy!
Also have a read of Google engineer Matt Cutt’s take on the issue here – https://plus.google.com/u/0/109412257237874861202/posts/4U2mpZ6hazU – Who emphasises the difference between doing NO evil bar none, and taking all measures to attempt to not be evil. PS. For a rundown on where the phrase came from: http://en.wikipedia.org/wiki/Don’t_be_evil