That's probably because somewhere in the google complex, there are some crusty old bureaucrats that just cant let go of the notion that "Proprietary == Profit!", and that "Control" takes many forms other than just "Stop all competition at all costs!"
I think it's just as, if not more, likely that within the Google complex the general mindset is that any Google service in Android (or more generally, on the web) is going to so much better than any competing service that nobody in their right mind would care about that competing service.
Which isn't an entirely unreasonable opinion/bias if you think of it from their perspective. There's obvious counter-examples like Google+, but in the case of the core services like search, maps, their app store, etc, it's... well, I don't think it's the slam-dunk Google might think it is, but there's at least a rational basis for having that bias.
To some degree, that's where this EU action leaves a sour taste... there might be a basis for some action (scraping competitors websites for data to use in a shopping service *does* sound pretty dodgy), but the overall tone of it seems like the EU attempting to punish Google for sincerely believing that their own products are best of breed in their respective spaces.