I feel like a big part of the change was also due to the US mass surveillance, which became broadly known with the Snowden revelations in 2013.

Before 2013, you could genuinely claim that collecting as much data as possible, might be done with good intentions. Afterwards, collecting more data than necessary for a given task turned into a moral failure. Their whole business model, while it should have felt sketchy beforehand, turned evil over night.

And of course, Google employees weren’t forced to reflect on that. The spotlight was on the US government. Everyone expected the US government to just stop with that shit, after they got caught. And well, they didn’t. Obama even doubled down on it, Trump certainly didn’t drain the swamp either and Biden probably wouldn’t even think about it anymore, if the EU didn’t constantly get its ass sued for exchanging data with US companies.

The more it became apparent that the US government wouldn’t go back on that, and as people had ever more critical data of themselves online, the more the public perception of Google fell down a hole, even if as a Google employee you could still be doing the same things you did in 2005.