> Please understand: Google is not a person. It’s many groups of people following locally-varying processes, rules, and culture. To that end, it makes no sense to either love or be angry at “Google”; it’s not a consciousness, and it has no sense of duty nor debt.
This is a such a strange view. You shouldn't be angry at google, because google is just people. No mention of being angry at the people, who maybe it would be unfair to blame for "google"s actions. Conveniently there's no appropriate subject (or object) to feel about.
I think the shorthands he attacks, though they're literally untrue, are also really helpful metaphors. Large organizations have a character that no one person is responsible for and personifying them and assessing how we feel about their actions is a useful tool for reflection and assessment. Each member of those "groups of people" should reflect on how they as individuals (and their group) contributes to it. A company isn't "just" an aggregate of all people in it - but it is mostly that.
You can't hurt a company's feelings (just the feelings of the people who work there) - but you can be upset at what it does to you and speak about that.