The whole thing about Google is that they are not software company (as people like to falsely believe), they are advertising company, financing everything else from ads. Including search, youtube, android, gmail and all other side projects.
And those side projects brings them data, to advertise more efficiently.
Now, seeing a trend to monetize their side toys is just pure greed, they don't really need that.
This is also the reason, why no one can compete with them. As competing with free products is impossible unless you have side financing.
By the way, did you (and everyone else) maybe read this study? https://insight.kellogg.northwestern.edu/article/leave_my_br... It is very eye opening.