Yes, I think see what you mean. Apps like "Hangout", "Google Video", "Google Books", that kind of apps?
The difference here is that these are always present, but don't interfere with the content of your account. When my Android phone installed Google Video, it didn't replace another Video app, didn't become the "default" video viewer, and wasn't added anywhere except the applications menu. Unless I actively looked for it, I would not find it.
Now, when google decided to add some free music to my music library, it did show up while I was browsing *my* music, and I had to do something to remove it. But I think there's a difference between new app/services being pushed, and content being added to a user account. The former is part of the system's evolution, while the later is more akind of pop-up ads.
About today's topic: from the summary, it looks like there's two issues: first is automatic download on user's devices (even those not using this feature at all), and no obvious way to remove this. I believe the issue is more about this than pushing new services.