Google is a publicly listed company and as such and there is good research that shows publicly lusted companies would all be sociopaths. They care about nothing but making money for their share holders. The move towards a knowledge engine started when they floated the business Brinn and Page have no say in this. The shareholders are a fire that must be fed. Google has now realised that the easiest way to feed that fire is to eat into the revenues of the webmasters who helped them establish the business in the first place.
If you want more information on how a publicly listed company search psychology today although they take it one step further and say put forth the argument that publicly listed companies are more like psycopaths.