1. Well they act like they own the internet.
2. I don't personally feel that I "deserve" anything from Google, but I do feel that the world deserves something, namely an effort to provide objective and honest search results.
3. They can say whatever they want about their "guidelines", but I'm going to design my sites the way I want to design them, and hell will freeze over before I spend any of my time trying to get backlinks removed.