Yes, actually there is. Internal promotions at Alphabet are based on "launching". So these teams launch their products and then Google culls the ones that don't do well in the market.

Yes and the race doesn't end until it's got at least N users and subsequently been shut down.

Each team hoping to further fragment massaging ecosystem... But why do I bother, I'm sure they'll discontinue it in a few months.

Only if the winner is the one that deceives more users.