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As a single founder, setting up Google Cloud, it's like they start out by assuming you're bigcoMy impression of anything enterprise (big or small) related to Google is that they just don't care / value solving it.
Which is sad, because "How does an enterprise customer pay for X?" is a non-trivial and incredibly important UX problem.
They have great technical solutions, but these are hamstrung by a frankly amateur understanding of how companies (startups to Fortune 500s) need to sign up, pay for, and track things.
From an outside perspective, one of the biggest gaps seems to be that internal Google product teams don't have to dogfood the full GCP et al. project/org experience. They get prebuilt billing structures (or just get to avoid them with internal cross-billing).
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If I could waive a magic wand, Google would appoint an "Enterprise Czar", reporting directly to Pichai, who is a non-technical, retired founder / CEO.
That person would have one job: try to sign up, run (their team), and budget strategic Google initiatives (like AI) as a blind external party.
They would then deliver continuous reports to Pichai about how hard / easy this is.
Because potential Google customers don't give a shit if it's this internal team or that internal team's responsibility for integrating New Product X into GCP billing.
They care that the experience is terrible, filled with friction, and often flat out doesn't work.