this meme of everything google has to relate back to ads is wrong and needs to be retired. They already have non-ad revenues above $1B/year. They are clearly investing in non-ad businesses across the board.

It's because of the 55B they made last year, more than 50 of it was from advertising. I'm sure Coca-Cola is more than a soft drink company, but that's the main thing. The only real threat to google is a threat to their ad revenue. So, it makes sense to think of google in terms of ad sales.