I'm one of those people who go work at Google once every few years.
The transformation of culture from about 2013 onwards has been somewhat sad to experience.
Interestingly, most people who have been continuously employed there have not felt the very slight gradient. However, the changes in culture, freedom, food quality, etc are fairly obvious when one returns after ..say.. 18 months.
Here are some semi-concrete metrics: Decreasing TGIF frequency (now gone..), 'micro kitchen' snack variety and quality, which doors in buildings you are allowed to enter from(:facepalm:), badging in for meals(also :facepalm:), weird restrictions on business flights, attempt to make everything look uniform (no candies in receptions! No decorations..), defense contracts(much publicized here), any other discretionary spending by teams.
Anything I forgot?