Perhaps because they viewed the world through a polarizing filter of "ideal" and "suboptimal" (or "good" and "evil," if you will) and were so confident about which position they occupied in this binary system, our founders displayed a fondness for hyperbolic vilification of those who disagreed with them. In almost every meeting, they would unleash a one-word imprecation to sum up any and all who stood in the way of their master plans.
"Bastards!" Sergey would mutter if a competitor signed a client we were pursuing.
"Bastards!" Larry would exclaim when a blogger raised concerns about user privacy.
"Bastards!" they would say about the press, the politicians, or the befuddled users who couldn't grasp the obvious superiority of the technology behind Google's products.
It was a little intimidating until you got used to it, but it wasn't long before "bastards" became corporate nomenclature for any individual or institution that didn't see things the Google way. Ratings services undercounted our traffic? Bastards! Hard-drive vendors refused to cut deals below wholesale cost? Bastards! It became so prevalent that someone proposed that Sergey's five-word acceptance speech for an online award should be "The Webbys are for bastards."