I call this the squeeze.

Google, even after all its attempts, is still a one trick pony. They have to grow at least 20% year over year to justify the market cap. They weren’t able to create a two pillar company like Amazon (AWS + Retail) so what do uncreative master executives naturally turn to? Of course their only cash cow.

“ Rabban! I place you in charge of Arrakis. It's yours to squeeze, as I promised. I want you to squeeze and squeeze and squeeze!” - Dune