The executive function of a large enough organism may lose control of some of bodily functions. Or their compensation may depend upon the existing incentive structure, regardless of how customer-hostile it may become.

Because the Big-G CEO Sundar Pichai and CFO Ruthless Ruth Porat are merely stewards serving at the wish of and executing orders from, erm, fulfilling the vision of the board of directors (Larry Page, Sergey Brin, etc).

At this late stage, it's time to exploit the resources and milk thr asset for every last penny. The board of directors are concerned primarily about profitability and ROI.

Nothing lasts forever. Except perhaps man's greedy desire to accumulate ever more wealth and power. This too, shall pass.

Because it doesn’t impact the handful of money earners they do have. ie various version of Ads.