Let's get some perspective here. They were offering to promote people's pages in return for them linking back to them. Far from being evil, this isn't even illegal.
The point isn't that Google was wrong in doing so, at least not in the thread you're responding to. The point was that violating a TOS is not "evil"- no one died, no one was tortured or raped, there weren't death camps or civil liberties being violated.
The "game" RapGenius played was the act of being evil.