If a company already uses Google APIs, integrating a new API from Google may be easier than integrating a new provider. So for Google, there's certainly a market, even if they have to source the raw data.
Google has to slowly build better trust among customers, clearly. But “new provider” may sound like it’s logically obvious but the benefits of an established relationship goes deep into the complexities of businesses managing contracts and payment relationships. It’s a huge effort for random teams in big companies.
To a business owner, that's a whole other vendor to diligence the security, privacy, terms, and, if it is used at scale, negotiate a deal with.