Unfortunately Athanor, that is the way that business works : shareholders want more money, which drives the business into new areas, etc etc.
Tesco do Insurance. Why the hell Tesco are in insurance, is mostly because Tesco bought an insurance company and now cream the profits off it and give it promotional positioning in Tesco's.
Basically, we have no rules that say that "promotion or positioning" of goods or services must be equal, so therefore anyone with a platform will eventually try to eat everything and push it through their platform - expect google to try and do everything on the web eventually because they consider the web to be "their" platform - just as Tesco would eventually do everything (produce alcohol, cleaning materials, insurance) by controlling the platform.
Its really, really dangerous, but people are stupid and lazy and think "oh its google, its safe" and create a little monopoly for the company. Quality and value for money was always driven by competition, without competition you will lose that process. Perhaps there should be laws concerning offering particular services detrimentally to the competition, forcing Tesco to offer competitors' services at the cash desk and so on with google...