They used it to upsell Google Workspace, as well as their own TLDs (.dev, .app). And although they didn't upsell GCP through it, the integration between the two

They used it to upsell Google Workspace, as well as their own TLDs (.dev, .app). And although they didn't upsell GCP through it, the integration between the two was a nice (small) incentive to use GCP.