It seems to me that they are now walking a very fine line between improving the web, and taking over the web.
For many people Google IS the Internet - it's the provider of the search results they always see. Chrome badgers you to sign up for a Google account, and with it the associated services such as GMail.
9 out of 10 smartphones now run Android, and almost all of those are Google controlled (AOSP[1] is hardly a thing any lay-user knows about). Therefore for 90% of internet users, Google is their gateway.
If Google don't want to you know about something on the internet they have many routes to ensure you never find out about it.
If this was Microsoft doing this - the world would be in uproar, but apparently Google are allowed to get away with it? Where's the Antitrust lawsuits against Google? There's a one smoldering on in Germany[2], but it's getting almost no press - most probably because Google are suppressing any mention of it in their results or in Google News (Crazy? Maybe, but you can't disprove this either).
There are no web standards anymore - if Google want to add a feature to Chrome, they just go ahead and do it, forcing the other browser makers to adopt that feature lest they be left behind in the browser market.
Almost all big sites use some form of Google Analytics, along with advert providers such as DoubleClick[3] (also a Google company). You simply cannot do anything on the web without Google seeing in one way or another.
Put simply, the Internet is dead; All we have now is the Googlenet.
--
[1] https://source.android.com/
[2] http://www.ibtimes.com/android-antitrust-googles-big-problem...