Google has a strange way of not just reinventing an industry (like they did with search, docs, and you could even say the calendar) but they constantly do so in such a way that is promotes the industry. They never destroy something because they can to eliminate competition. (like GM did when they bought and subsequently ripped up the street car lines to make more room for their cars)

In times like these, efficiency in the system is a must, and thankfully they are not sacrificing any for their brand.