Yet another attempt to make standard protocols proprietary.
That argument would be more compelling if they were displacing some existing widely-used email encryption standard, or if the idea of standardized email encryption were new and easy to build and deploy. The fact is that the last few decades have thoroughly demonstrated that open, easy to use and secure email is a "pick any two" case: You can have open and secure but hard to use (e.g. PGP, S/MIME), open and easy to use but not secure (normal email) or easy to use and secure but not open (what Gmail is launching).
If you think it's really feasible to get all three characteristics, by all means please build and launch it! The world needs it.
Also, it's worth noting that Gmail has attempted encrypted email at least twice before, once based on PGP and once based on S/MIME, neither of which have been successful. Actually, ISTR there were two different PGP-based attempts, one that decrypted messages in the cloud and one that did it in the web client.
This project isn't an attempt to co-opt open standards, it's admission that Google can't make open standards work in this case, so it's better to deploy something that Google's corporate customers need even if it's not everything we would all want.
Google needs to be broken apart.
Because easy-to-use secure email offends you? Or because you already think that independent of this announcement and your confirmation bias is kicking in?