It's not necessary to be evil in your heart to nevertheless do things that are evil or have very negative consequences. EE was classic bait and switch. Moreover, they monetized cloud sourced answers without adding anything of value to the equation (compare this to stackexchange which put a lot of R&D into a system that facilitated better quality answers and also goes out of their way to keep their content open). Certainly that's not the worst crime anyone has ever committed but it's very scummy and has had a very real negative impact on a lot of people's lives. Thinking that the solution to your problem is available when it's not or finding out that it's behind a paywall (without even knowing if the "answer" actually works) is very disheartening.