Call it what you like. Write it off as them improving their image with the public, or as getting more users into the ecosystem, or becoming more vertically integrated.
But fundamentally, why is doing something that is good for people looked at as such a bad thing. From what I understand the public don't even have the majority stake in the company, and don't really have to get a say in how it is run. If they don't like that they can buy other companies stock.
If ones goal is to maximize happiness (or some other equivalent metric), there will be times at which the decision to maximize profit will diverge from this goal, and the ethical decision will be to spend money (which you have from profits in other sectors) to develop something at a net loss because you think its right.
(I'm not affiliated with google, this is just a broader point that irritates me).
Google can make some of the money back through increased ads, but its not always clear how they do it for some products where there isn't any visible ads at all.
As to your example, free optical opens consumers to try new technology since their costs are minimal. This creates general consumer knowledge that the technology exists, which creates demand, which can be fulfilled by monetizing the persons already geared for running and maintaining it. And if the experiment fails, it was decent marketing and proved the market doesn't exist without having to gear up and release product specific sales, marketing and other auxiliary offices needed for a paid product launch.
One presumes that shareholders of google buy in with the knowledge and approval that the company works differently than many others. Whether this direction will be advantageous or disadvantageous is what the stockholders are wagering upon.
Google seems to be committed to the idea that what's good for the internet is good for Google.
It's not like they gonna show up with their shares and ask for their money back.
Only things that I can think of is that members of the board might care because they can be sacked by shareholders, also company might want to pat shareholders on their heads because it is planning to sell more of its stock to gather some more free cash and wants it to be as much as possible.
I don't think you can sack google founders and I don't think google cares about money from selling shares anymore, so why anyone at google should care about what shareholders think?
http://investor.google.com/corporate/ceo-message.html
http://investor.google.com/corporate/2004/ipo-founders-lette...