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Let's go again, are goblins inherently evil or, as Ragitsu wrote about ondonti, are there exceptions?
Serve is a big word. Throughout their existence in D&D, goblins have been slaves and thugs in the service of a greater evil. Often, due to coercion, as well as cowardice and weakness of the goblins. In fact, even their service to the Absolute is dictated to them by the hobgoblin and the drow above.
By the way, what are the similarities between Baal and goblins? I'm just curious.

Old D&D rules and lore = Goblins/orcs/hobgoblins/Drow are evil. They are born with evil tendencies inherent in their blood.
New D&D rules and lore = You decide. Chaos rules everything.

Similarities? Bhaal likes murder. Goblins like murder. Bhaal is evil. Goblins are evil. But Bhaal might be good sometimes too. It's all based on your perspective. Maybe he and his followers will murder someone bad. That's good. Likewise, maybe a goblin will be good.