google is simply testing and pushing the legal limits - with success most of the time, as the respective country legislations don't seem to be interconnected or ready enough to tackle the legal internet issues google et al are raising.
imo the uk would be the last one to step up. a country where it is perfectly okay to freely promote the respective commercial social networks over every media channel, be it private or public, as if there's nothing to it.
have you seen the submissive webcam conversation from this year with prime minister david cameron and mark zuckerberg? question: who of the two is the higher-ranking and who is the brown-nose? google the youtube result for "cameron zuckerberg". the video really says it all. hilarious!