I wonder how severe the backlash is going to be, not just for Google but all the tech giants. Our anti-trust laws were mostly written around monopolies abusing pricing power to rip off consumers, but with the intersection of data and hosting and analytics and everything else the potential to abuse people is far greater than just raising prices. And they have expanded their ability to profile and experiment on individuals worldwide, regardless of whether you create a Google account.
It's just getting scary at this point.