In 1999, Oracle CEO Larry Ellison suspected that Microsoft was secretly funding the seemingly independent advocacy groups that were loudly defending Microsoft amid a heated antitrust investigation. Seeking proof, Oracle’s law firm hired Terry Lenzner, a private investigator from Washington, DC, who had dug up dirt on Bill Clinton’s female accusers. Lenzner found receipts tying Microsoft to the Independent Institute, including an invoice from the group for a full-page newspaper ad supporting Microsoft’s position. Reporters soon learned that Lenzner got the intel by paying a janitor to rifle through the software company's trash.

When Ellison was asked about the oppo-research scheme at an unrelated Oracle press conference, the CEO claimed he had just learned about the “unsavory” tactic, but nonetheless defended the mission as a “public service.” He added: “All we did is try to take information that was hidden and bring it to light."

Oracle’s approach may have been unsavory but it wasn’t unusual. Lenzner already had a Rolodex of clients in Silicon Valley, including Microsoft, whose own CEO had instigated a whisper campaign against a critical reporter a few years earlier. In the end, everyone understood that, if challenged, tech companies would tackle corporate public relations with the zeal of a political campaign—discrediting critics, forging alliances with adversaries, and deflecting scrutiny to competitors.

A couple of decades (and zero federal antitrust charges) later, dominant players have refined their approach. The most recent example: Facebook’s efforts to undermine critics with a PR campaign that simultaneously attacked George Soros using anti-Semitic tropes and complained that attacks on Facebook were themselves anti-Semitic, according to an investigation in The New York Times. The story described how Definers, a Republican opposition-research firm hired by Facebook, used NTK Network, an alleged “fake news shop,” to spread positive stories about Facebook and negative stories about its competitors, even as Facebook vowed to clean up the fake news on its platform.

In the endless pinball game of Facebook scandals, this one kept getting bumped to the top.

Big Oil. Big Tobacco. Big Tech

Facebook’s willingness to play dirty raises broader questions not only about the dark arts tech companies employ, but also this: Why did we expect any different? When their growth or profit is challenged, Facebook and its big brothers borrow tactics from the threatened behemoths in industries like tobacco and oil, deceiving lawmakers, funding their own experts, and working to forestall regulation. Facebook has executed the strategy so successfully that for a time this summer, its market cap was greater than Exxon’s and Altria’s combined.

What was different was the way Big Tech cloaked itself in idealistic rhetoric about freeing information, connecting the world, and spreading democracy, even as in Facebook’s case, it ignored ethnic genocide in Myanmar, flouted fair housing laws, and instructed a WhatsApp founder to mislead antitrust regulators.

Through feel-good moments like the Arab Spring, people believed them. Even now, in the middle of a brutal backlash, the industry benefits from the revisionist narrative that it just started getting its hands dirty. No lawmaker wants to grind America’s best economic hope to a halt.

But the calculation changes if Big Tech is seen as an entrenched interest. Consider the question of whether online political ads should include the same campaign finance disclosures as ads in other media. In April, Facebook and Google agreed to support proposed legislation to require the disclosures. In 2010 and 2011, though, both companies lobbied against requiring the disclosures. (Their pitch: Online ads are too small to let users know who paid for them.)

Google's Playbook

In fact, if you rewind the tape past the most recent presidential election, Facebook’s political fumblings sound less like a new low for Big Tech and more like a bungled version of Google circa 2011. The search giant’s transformation into a bipartisan Washington operator was inspired by a Federal Trade Commission investigation into Google’s dominance. A few days after then-Chairman Eric Schmidt was grilled on Capitol Hill, Google wooed conservative bloggers at the Heritage Foundation. Over time, this grew into an orchestrated campaign, paying experts to shift criticism away from policies that would hurt Google on issues like antitrust, privacy, and liability for the content on its platform.