" or how Google and others can work with them. They’re in a soft war with us" Google investors and staff want money and don't care about what happens in 10 yea

" or how Google and others can work with them. They’re in a soft war with us" Google investors and staff want money and don't care about what happens in 10 years. They are not 'us' (in your sentence, I would imagine you might be referring to Americans) Globalization makes everything more complicated.