They're offering service in areas that are already flooded with ISP options, this is not progress.
That's a bit of hyperbole, isn't it? Yes, google is rolling out to relatively high-density neighborhoods, but none of these are "flooded" with ISP options. At best, they have one cable option, one FIOS option, and one DSL option. To the best of my knowledge, there is nowhere in this country that you can choose between two cable providers.
You may also be forgetting that, when the incumbent ISPs were themselves startups, they didn't offer much in the way of rural service, either. In fact, most of them had to be paid by the government (and are still being paid by the government) to extend service outside of the most profitable neighborhoods.
Of course, that was 20-50 years ago, so you can be forgiven for imagining that Comcast launched in 1969 to 100,000,000 homes scattered across 80,000 square miles. I, for one, am happy to see anything vaguely resembling a new entrant in communication services. If they can only roll out to one city block, or even just one apartment complex, and provide better, faster or cheaper service than the legacy behemoths, I'll be happy to see them succeed.