I see this as obvious. We should always expect a company to gravitate to whatever policies generate the most revenue and fight off the competition. Anything else is a Disney fairytale.

In Google's case I think they were playing the long game and the "do no evil" mantra wasn't disingenuous, but they still need to compete. /shrug

Eventually this is all going to get regulated, and the real story is how incredibly long it is taking to implement that regulation.