I am told that Google has an aren't-we-nice subculture which describes itself as "goolgy". Something unethical, ugly or stupid may earn the criticism "that's not very googly".
I should like to remind the world at large that in the game of cricket there are some strong parallels. Not only is unethical conduct deemed to be "just not cricket, old bean", but a googly is the delivery of a ball so that it breaks (bounces) first to one side and then the other, thus pursuing a zig-zag path which confuses and defeats the defender.
The acquisition of NHS patient data through DeepMind appears to be just such a googly, though delivered in circumstances which are very far from being so. It is just not cricket.