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From your first link, "[Google is] one of the founding members of ADL’s Anti-Cyberhate Working Group, established almost a decade ago".

Like I said, nothing significant has changed recently. They are just expanding what they were already doing.

It seems pretty conventional to say that "taking over" is the culmination of a gradual "expansion", no?

Expanding their actions. I think the ideology has been the same for a very long time.