I am not sure why people are shocked by this, as any company gains market share in a given market the more hostile to their customers / users they become.

This is not new to tech companies, I suspect though many people believed they would somehow be different than other corporations. Maybe because the people heading those corporation seemingly were aligned politically when in the past they were not?

Regardless Google is following the same script that many many many other companies, tech and not, follow

This is pretty much where Google was obviously going in 2003.

There's examples of companies that weren't like that. redhat, sgi, sun, novell, dec... Becoming another Oracle/Adobe isn't inevitable (and yes, I know the connection between sgi and Adobe)

Then you have firms like Nvidia which regardless what do you think of them you can probably agree they've at least been consistent for the past 25 years