There's no conspiracy, just unrestrained capitalism. This is what big business does; it's entirely unsurprising. Growth becomes an end unto itself. Google was "not being evil" while doing so served their purposes; they benefitted hugely from virtuously investing in open technologies like the web, RSS, email, and early Android. But now that they've become more powerful they don't need that stuff any more, and they stand to benefit more from building barriers and consolidating control.