Battelle on Google's S-1

John Battelle's analysis of Google's S-1 filing -- and particularily, the charming-but-stilted founders' letter -- is fascinating and insightful:
The letter states, among other things, that 1. We don't need to do this for the money; 2. We have no plans to run our business to satisfy Wall Street's need for smooth earnings predictability; 3. We plan to give no earnings guidance, not at least as it's understood on Wall St.; 4. Don't ask us to do so, we'll simply decline the request; 5. We'll do odd things that you won' t understand; 6. We will make big bets on things that may not work out; 7. We run the company as a triumvirate, so there will not be clear leadership from one person like most other companies; 8. We bridge the media and tech industries (interesting), which are in flux, so we've chosen a two-class stock structure similar to the NYT, WashPost, and NYT that helps us avoid being taken over by those forces; 9. We plan using an auction model, as it feels fairer and we understand auctions from AdWords; 10. Don't invest in us if this scares you at all, or the price feels too high; 11. Don't even think about asking us to cut expenses with regard to our employees; 12. We believe in the idea of Don't Be Evil; 13. It's evil to pay for placement or inclusion (a swipe at Yahoo); 14. We hope to bridge the digital divide through Gmail type free services and a foundation with at least 1% of profits and equity to help make the world a better place; 17. Betting on Google is a bet on Sergey and Larry (this was said multiple times, making me wonder if there wasn't some odd future blame being assigned here by the VCs or bankers); 18. This letter is our way of answering the questions we can't answer in the coming months due to the IPO quiet period.