So, they are acting like any other company when faced with the same market situation?
Actually, no. Most corporations that size, in the rare cases where they're faced with competition, look for unethical ways to stop it.
Google's made some effort to be ethical, but the ways in which they fall short are becoming harder to overlook. They're one of the few companies with the resources to resist the NSA for example, even if only to fight the gag order that's been placed on them regarding the level to which they have been served national security letters. If Google doesn't fight, what chance does a smaller company have? That's one of the areas in which Microsoft has actually acquitted itself pretty well.
Which reminds me that Doctorow recently recommended that web companies use "dead-man switches" to respond to NSA spying. By putting up a single sentence, "We have not been contacted by the NSA to turn over data" and leaving it up as long as it's true, they could fight against the despicable practice that the NSA, DEA, even the CFPB has, of demanding companies play ball and then forbid them from telling customers about it.
A company like Google could get a whole lot of public love if they just took one small step in fighting back against the encroaching police state. Other, smaller, companies have done it. Now it's their turn.