Google has very deep pockets, and is successfully executing an astonishingly vast integration play. Google can potentially own:

- Your communications (Gmail, Hangouts, Voice)

- Your working data (Drive, Docs)

- Your footprint on the Web (Google Analytics, Ads)

- Your footprint on the Internet (Fiber, Loon)

- Your browser (Chrome)

- Your operating system (ChromeOS, Android, GlassOS)

- Your device (Chromebooks, Glass, Wear, Android phones and tablets)

- Your movements and travel (Maps, Ingress, ITA)

- Your robotic overlords (Boston Dynamics)

Not to mention the upcoming plays for home integration (Nest, Thread), your means of transportation (Android Auto, self-driving cars), and your activity and health data (Fit).

Each vertical success reinforces the Google Platform, and lends momentum to Google's efforts in other verticals. It presents one hell of a barrier for start-ups (unless you fancy share-cropping), decreases consumer choice, and ultimately, that amount of consolidated power just doesn't seem healthy for a functioning market or society.

Edit: All of that, and I somehow forgot YouTube. And G+. But we all forgot G+, right?