Over time several things have happened. We got used to some of the good things about Google and made them our baseline expectation. They got used to all that income and growth. To keep up growth they had to "optimize" and in many cases put profit before aesthetics/ethics. The "unintrusive text links" for high value searches got bigger and more intrusive. 'Contextual links' in Gmail became contextual to your digital life (eg scanning your emails and analyzing your browsing).
You need a lot of goodwill believe 'Don't be evil.' From an average company it sounds phony. A lot if stuff has a tipping point. So when a free service gets shut down or rolled into another service its seen as putting profit first, herding users into profitable products or just generally sucking. Before it might have been seen as failing fast. When they ask users for a phone number now, they react with cynicism.
Google started with a lot of goodwill. Perhaps too high. People react emotionally when you don't live up to perceived promises.
Maybe there is a lesson here about over promising.