With cloud reputation service all AV user base (provided sufficiently large) turn into global sensor network, along with honeypots vendors maintain separately. This allows (at the cost of users' privacy) to detect new emerging threats within hours, then acquire samples, analyze them and deploy new signatures within days.

Google can of course react equally fast. But "signal delay" may be much higher, as users report only URLs they can immediately link to their troubles, e.g. malware that crash browser.

And second, what Google can do now is to block only one attack vector, namely web page.

Thinking rationally, chances are high that Google is seriously considering to enter the AV business. They are in highly advantageous position to do it successfully, with their user base, resources and AI tech.