Google was made possible by a platform shift: From desktop apps to websites.
First they positioned themselves very early in the web user experience: After the user turned on their Dell computer, booted Windows and started Internet Explorer, the next step was to use Google.
Then they moved one step closer to the user by building their own browser: Chrome
Then they moved even closer to the user by building their own OS: Android
Then they moved even closer to the user by building their own computer: The Pixel Phone
The question is what the next platform shift could be. And if the big players will miss it so that a new player can emerge. And if there will be a new player which is as smart and driven as the Google founders.
Google was made possible by US antitrust turning a blind eye towards Google's acquisition of DoubleClick and YouTube. Considering Alphabet is dominating both search and ads and also offers services via searches, the EU commission already hinted at a breakup as a viable measure to lead the web out of its misery.
Google's market cap was already at over $100B with billions in revenue and hundreds of millions in profits when it bought DoubleClick and YouTube.
So while those were big aquisitions (Around $3B and $2B) they only accelerated the process of Google turning into the web's central player. It was already set in motion before the aquisitions.
Frankly, I think it’s less “moving closer to the user” and more just securing control over the path users use to get to their service.
Chrome was made to prevent whoever controls the browser from blocking users’ access to Google.
Android was created because they were afraid Apple would block them on mobile.
All tech companies do this kind of positioning.
Apple made Apple Maps to make sure Google Maps isn’t the only choice on iOS fearing Google could withdraw Google Maps and hurt the utility of iOS devices - at least in the short term.
It’s why Apple made Safari and enforces it as the only browser on iOS.
The next platform shift are obviously DRM locked closed app platforms like TikTok, ChatGPT, Meta ecosystem and Apple apps. No APIs, no freedom.
Everyone is very actively working on making the browser dead and serving you content exclusively via corporate controled apps on locked platforms.
You can kill off Chrome, but the result isn't going to be a renessaince of Firefox, but a move into your content being only available on locked iPhone.
I doubt their motivation was "now we want to be evil". Probably more like "evil isn't actually well defined and people keep pointing to this and having dumb arguments about it".
That doesn't sound like a typical corporate thought process. There is plenty of cognitive dissonance around logos and mottos and whatnot by corporations, and unless it affects the bottom line, they won't do anything about it.
While it can easily be criticised in encouraging black and white patterns, people that have an intellectual problem with the definitions are mostly smartasses and very often actually do "evil" shit, as defined as self-serving to the disadvantages of all others.
