The most disgusting part is they are unfairly using their search and ads (i.e. data) to set up subsidiaries to compete with their own ad customers and bid up the price of ads to their own customers.
Say you are an airline or airfare aggregator. Google knows the market size (search), they have a good idea of your marketing budget and online ROI. Once they see you have a thriving business/product/industry they create their own competitor. Organically Google's competitor will float to the top of Search, if they don't outright make a "native" interactive tool that appears above ads and organic search results. As if thats not shady enough, they start buying their own ads (money is just going from their left hand to their right hand) which now the cost of ads for you has increased because you are competing with a Google company that is getting them for free. Now your options are spend more on ads for a smaller slice of the market or just packup an go home leaving Google as the industry leader (which based on history they really didn't even want in the first place as they are likely to deprecate their product, leaving the market with no product/service provider).