In some ways Google is just as sinister as Microsoft ever was. It's not any sort of intentional master plan, it's simply what happens when you lose sight of the user. Some of the crap being pulled by today's incumbents... They might as well put a little imp in the box that beats you with a whip to drive the behavior they want from you.
All of them began as tiny startups with a couple of smart people and disruptive tech... take a long enough view and I'm still optimistic the cycle will continue.