It's nothing new either, it has been going on for years. They've even dropped their support for net neutrality years ago.
In the mean time Google has been heavily pushing the Google+ walled garden, their anti-privacy and anti-anonymity agendas, and has been pro-active in filtering their services on behalf of the copyright-exploitation industry.
This is not a conspiracy theory, it's just a matter of connecting the fairly obvious dots that barely need connecting because there are so many of them by now all that's missing is an official "fuck the open web" press statement.