"Think of it first as an advertising system. Then as an end-user system - Google Apps. A third way to think of Google is as a giant supercomputer. And a fourth way is to think of it as a social phenomenon involving the company, the people, the brand, the mission, the values - all that kind of stuff."
It's interesting that Schmidt's first way of thinking about Google is as a way of making money and not a way of providing a service. That's always a bad sign with any company. The mission is mentioned almost as an afterthought, which is another bad sign. And no mention of search whatsoever!