They're going to try to unify lots of different benefits under a single, high-value subscription. The storage plans and priority support are just the first benefit they've tied to the subscription.
> In addition to access to experts, the company also promises to provide subscribers with other benefits. Google One’s director Larissa Fontaine told me that those could include discounts on hotels you find in Google Search, preferred rates for other Google services or credits on Google Play. “We hope to build those out over time,” she noted.
That would make more sense as to why they're "rebranding" these plans an not just updating Google Drive's pricing plans. "Google One" isn't a single product, it's a single subscription across many products, just like Amazon Prime.
Of course, I could be wrong.
It does seem like a weird way to launch the subscription if that's what they're trying to do, since the announcement goes deep into the weeds of storage. And the low-end plans seem much too cheap to be able to add meaningful benefits to in the future.
Even the idea of multiple tiers of the subscription might be too complicated. One of the nice things about Prime is that although it's expensive, there's only one option.
Seeing as this is Google we're talking about, I could imagine this new subscription will have incredible amounts of churn in branding, pricing and benefits along the way, and probably end up as a confusing mess in the minds of customers. Amazon's Prime took a very different route. It started out as a very clear subscription service for cheaper shipping, and then added more and more benefits as time went on. These days it's a little confusing, but it didn't start that way. If Google already can't get the messaging to be clear, it doesn't bode well for them adding lots of orthogonal benefits in the future and keeping it all sane.
I bet we'll see a Stratechery article about Google One in the context of Amazon Prime soon.