Instead they invented their own thing which caused you to stay on Google sites using Google services to read other peoples content… and said they did it to speed things up.
It feels like that was either justification after the fact or that was with the original engineer had in mind but was not the point of the project once it got approved.
All those horrible infested pages? That's why I run an ad blockers, use RSS, and stopped reading a lot of sites. As every publisher got more and more aggressive other people were going to start doing it too. Eventually, I think it would've had an effect.
This feels a lot more like when Birders (or was it B&N?) outsourced their web sales to Amazon. Remember how well that went? Outsourcing a key part of your experience to another company it's a bad idea, especially if they like being in control of everything.