It would cost them almost nothing to drop the price of their remaining economy seats 33 minutes before departure on a few select flights where Google sold many tickets.
In June, I was literally in CVG airport (inside of security) when my Delta flight was delayed. I decided not to book a ticket on United that was leaving in ~35 minutes because I wasn't sure that I could get over to the other terminal before boarding closed. (It also wasn't 100% clear that the United flight was going to make the connection in DC because of weather that was also screwing up Delta.)