Google's mistake was to brand themselves as a moral cause. When you do that, you send out a beacon to some of the most righteous smart people on earth and they become employees. Righteousness and smarts is a toxic self-undoing mix.
Google is now a blight on our industry (in terms of invasive technology and cargo cult copying of their culture and policies). It's so huge and entrenched that it will take a Microsoft amount of time for its relevance to die but thankfully it's going in that direction.