The funny thing about Google consolidating and promoting its own services is that it starts feeling like Google is shrinking. When Google was merely the search gateway to the web, it felt like it encompassed everything. Now that they are pushing and preferring their own services over others, it feels like Google is a shrinking corner of the web where if it isn't on Google, it doesn't exist. That's the problematic mindset the walled-garden services had back in the days before the proper internet took over.
Mokalus of Borg
PS - What made Google start thinking this was a good idea?
PPS - Maybe it was Android, at least in part.