I really feel like Google is a victim of their own engineering brilliance sometimes: the objectors really thought that because Google made this look easy, that it was easy. They figured if one company could just casually decide to do this, that they could reliably expect that someone else or maybe government or another legal avenue will come along. The reality of course, is that Google is special; nobody will do it now and even Google is losing its "specialness".

And further, because Google appeared to be doing it so easily, they all thought that Google profiting from it in some way was unfair. They didn't see it as reasonable that Google should be rewarded for the genuine investment of labor and intellectual property involved in pulling this off, precisely because Google didn't give the appearance that it was hard. If Google had given more of an appearance of struggling to achieve it - I'd bet the authors would have suddenly appreciated what Google was doing more and probably accepted the idea that it was fair for Google to profit from it in some way.