What if it's a lot more than 1-10% at GOOG?

Why haven't I met anyone who proudly works on revenue generating product at GOOG compared to the several R&Ders I know from different social circles?

Sure it might well be. Ads and Cloud are the main things making money at Google. Those have very high profit margins. So it might be 90% at Google are just spending the money earned by the 10% that are directly bringing in the dough :)