I actually agree with most of your points here. People when using Google services get great service from many of their services like Google maps, voice, etc. in which the user doesn't directly have to pay Google with money. The payment that Google takes in exchange is gathering data from customers and serving advertisements that in theory best match them. The EU seems to be just penalizing Google for being successful against European firms. The fine here just seems to be an attempt to unfairly level the playing field.