Google had been burned badly in multiple previous launches of ML-based products and their leadership was extremely cautious about moving too quickly. It was convenient for Google that OpenAI acted as a first mover so that Google could enter the field after there was some level of cultural acceptance of the negative behaviors. There's a whole backstory where Noam Shazeer had come up with a bunch of nice innovations and wanted to launch them, but was only able to do so by leaving and launching through his startup- and then returned to Google, negotiating a phenomenal deal (Noam has been at Google for 25 years and has been doing various ML projects for much of that time).