Google is panicking over user behavior changes. Fewer people using the traditional search, more people using voice search, more people using a mobile web browser which they can't control. Someone is plotting the use of paid search ads in 2028 and it doesn't look pretty.
If Google doesn't aggressively pursue things which jack up their revenue, they switch from a growth company to a non-growth company sooner rather than later. Instead of a P/E of 52, maybe thats a P/E of 10 or 20. If that happens too soon, then their ability to attract and pay talent diminishes significantly. Thus, "don't be evil" is replaced with the ends justifying the means.
The only big reprieve we have here is that if Google comes up with some wacky new idea which breaks w3c standards and Apple doesn't go along with it, it probably doesn't get adapted.