This is just another step towards keeping anything from taking business from Google. The other items on the list make sense but this is definitely an act to "kill the competition". If you think about it, many cryptocurrencies aim to take away from big players like google. ADX being one. Also, newer blockchains aim to take advantage of Google's algorithms regarding content to further the blockchain. At the end of the day though, the market always wins it could take years but at some point you cant just silence a better product.