I don't know if this is Google's response to those ISPs taking a different approach than they wanted, or if this is symptomatic of the company changing overall. Judging by the other ISP's marketing campaigns, competition doesn't seem to be the real message. That's a whole other can of worms.
I would venture to guess that given older company's paths, that it's the latter, and the problem is that they don't want to take big gambles like that; play a more conservative game.
It could also be a number of other factors. Maybe Google thinks Trump is looking to make good on infrastructural promises. It would be prudent of Google to capitalize on that momentum rather than spend their own resources.