I wonder if they acquired Urchin (GA, ~2005, so well before they started cornering mobile/browser markets) to start building out and improving their rankings through the data. If they have user data through Chrome, why would they want to keep footing the bill for hosting free analytics for everyone? What easier way would there be to kick everyone off than launching GA4, which seems to be universally despised? Google's liaisons have said that the data from GA was firewalled, but I'm more skeptical, since a lot of times they say things opposite of what many have actually observed.