Google doesn't like the web, either. They control it at both ends. Search and the browser. Every web site today is built to conform to Google's blackbox SEO cargo cult. And Google performs an update regularly to their algorithm. At which point all websites have to do an SEO dance and hope it rains again. Google does this to prevent people from focusing on other search engines. If you always have to update for Google, then there is no time to focus on Bing or other avenues. Chrome also keeps people on Google search.
We don't have an open web today. We have three platforms. We have the Microsoft Windows platform, the Apple App Store platform, and the Google Web Platform.
And Facebook basically learned the lessons AOL failed to, on how to operate a walled garden on the internet.