My guess is Google wants a closed web platform eventually. Highly optimized for Chrome websites adhering to Google made standards, hosted on Google servers for optimization and higher ranking in the 95% search engine. Site origins hidden from users so they won't know the difference if it is Bloomberg or Googlberg anymore. Chrome browser itself pushing boundaries of standards and ever changing to keep others in the dust and lagging months/years behind on Google invented things. Proprietary email extensions so that full feature set will work only in gmail to gmail exchanges. Proprietary google docs extensions which will work properly only in Chrome. And so on. This is system will work extremely well when used everywhere and by majority of users, so nobody will want to try alternatives. And all this will be with very nicely done, quiet and non-intrusive Ads, provided by Google of course.