They'll certainly cost money. Can they afford it? Yeah, they can.
I think the issue is that Google thinks that operational scale is what defines the correct solution- even when they are not at the scale that requires the solution they are using. They seem so enamored with operating at stupidly high scale that they don't realize they actually can afford to do this right, and if they did that while being mindful of scale, they would be much harder to displace than they currently are.