It's not even necessarily anticompetitive motive (though it usually is). It can arise out of NIH syndrome: "well we know this works because we did it, but we d

It's not even necessarily anticompetitive motive (though it usually is). It can arise out of NIH syndrome: "well we know this works because we did it, but we don't have as much knowledge about other things and they might be unsafe, so let's encourage standardizing around this." Whether Sundar is pitching it due to anticompete behavior or NIH syndrome is another question.