I think that could explain exactly why it's a threat to Google (thus yes to deep waters). Google likely has the tech/ability, but they have an existing business

I think that could explain exactly why it's a threat to Google (thus yes to deep waters). Google likely has the tech/ability, but they have an existing business to protect which is a strong disincentive to experiment. It creates a strong opportunity for the upstart trying to carve out new territory. Wonder if Google is skunkworking something like this at arms' length as a backup plan?