In one sentence: they don't want to have the only income from having the search engines (especially Google) in the search boxes and links, so they want to have their own cloud and services and in-browser ads.
I thought more privacy & less leakage to third-parties would be nice. Especially with all the government access to databases. Ie adding more control of cookies, JS, requests, HTTPS etc while providing an interface that my grandma could understand.
