An interesting hot take I read a while back (that I can't find) was that Google's strategy is generally "compete with every company on every product in order to build a moat, so that no one can touch search, which is the actual castle." And if you think about it makes a lot of sense -- Google competes with almost every other tech company on something, but no one competes with Google on search. The exception, perhaps, is voice search where Alexa / Siri are truly competitive.