Google doesn't need to compete. 'everyone' is locked into them via the Gapps (mostly Gmail and Maps) and Android ecosystems. Same with Apple, and Microsoft on the B2B side. It's only Anthropic, OpenAI and everyone else that _need_ to compete because switching models is painless. And they have no other revenue streams.

10 years from now, its gonna be Google, Apple and Microsoft left standing in the AI game. Well, until the US wakes up and starts attempting to break the oligopoly like the EU has recently started to do.