Google's purpose is to give users the most relevant results. No Google algorithm update goes through without users liking it; it doesn't matter how much profitability it increases.
Within that report, they show how Google was able to tweak the questions until end users stopped liking something they did like with the previous set of questions.
The questions being tweaked were specifically about a type of site that competed with Froogle/Google Shopping that Google wanted demoted.
No. Google's purpose is to extract as much money as possible from advertisers. In other words, they find the most stupid and desperate scum willing to pay the most per whatever (i.e. "10x growth hackers"), then separate them from their wallets.