Many reasons to switch from JSON to gRPC: * gRPC uses HTTP/2 which means you can concurrently make multiple requests on a single TCP connection, while on a typical JSON API which probably uses http/1.1, you can't. * Type safety of protobuf types. * Bi-directional streaming e.g. Kubernetes controllers use the Watch API which notifies the object changes/add/deletes in etcd to the control plane. * Client libraries are automatically generated, and not error prone. * RPCs are already optimized for bytes on the wire efficiency, whereas JSON is not. This matters a great deal as Kubernetes objects get large in size/quantity over time but controllers still work effectively by not spending too much CPU on encoding/decoding like they do on JSON. * Similar to the previous point, most json decoders don't reuse objects, so every decoded object is a new alloc, whereas gRPC can Reset() and reuse the same object while decoding/encoding. * Builtin authentication primitives (such as JWT/tokens or even adding TLS to client and/or server). * gRPC has support for interceptors which are like middleware functions you can inject to requests/responses on both client and server-side for logging, authorizing etc.
The list goes on, but something to note is that etcd was not developed by Google (and as far as I know, not by ex-Googlers). Both etcd and gRPC are owned by the same open source foundation, so it's natural that they make use of an existing technology.