Maybe someday they will actually get a marketing department that understands that the latest thing from "Fart Around Fridays" shouldn't always be "released" unless they have good reason to believe that it's sustainably profitable by some metric and they are willing to sustain it even if they are wrong in their projections. Should they choose to do so someday, it will be hard for them to become "adults" given their reputation over many years.
Actually, I think that's what has happened, and it's what's caused Google to acquire the bad reputation you speak of. When Larry Page took over a couple of years back, he immediately started demanding more focus on "world-changing" projects (at Google success is measured more by impact than by dollars; the assumption is that if you have a big enough impact there will be a way to make it profitable), and cutting the long tail of projects that weren't getting enough usage.
In your terms, Google is becoming an "adult" company, which is why they've been gradually canceling all of the non-hits which were introduced during the "throw anything and see what sticks" era -- like SMS search, assuming it's actually been cancelled. Google still does (and I hope will continue to do) more ambitious, speculative stuff than any other company out there, but there is definitely much more focus on demonstrating first that a project is going to be successful (i.e. hundreds of millions of users) than there used to be.
(Disclaimer: I work for Google, but these are my own opinions, not official company positions.)