Saying that Google "won" is an absurd statement. What was the competition? What Google did was smart. The fear of patent infringement was likely the biggest issue VP8 had. They've taken that off the table.

But saying they've won seems to imply that someone lost. MPEG-LA didn't have to make a deal with them. But they got enough money that is was worth it to them. As far as they're concerned they get money from Google now, plus all the fees from everyone else. That's a "win" for MPEG-LA.

Both Apple and MS pay for H264. I'm sure both would be happy to not have to pay for a codec (although H264 will be around for a long time, even in the worst case). Microsoft's position on VP8 has been pretty clear... they're not shipping it (but maybe will now), but aren't opposed to it.

This was a smart move. But doesn't mean that there are winners and losers. And certainly there was no bluff that was called. Paying to license patents from a patent holder is hardly calling their bluff.