Re: "a shiny-happy PR op"
The problem is the starting point, i.e. the complete focus on profit. This is unethical - not "making a profit", necessarily, but being focused on nothing else. Once that has become the mindset, then nothing truly ethical can ever come out of such a company since there is nothing it won't do to make more money. Alphabet are just putting lipstick on a turd. However, a balanced ethics committee always has as broad a range of opinions as can be managed, so there is some small hope that it will be somewhat effective.