I'd imagine the main issue is that they'd have to say goodbye to any content deals they may want to make. As I understand it, lack of limitations on the method

I'd imagine the main issue is that they'd have to say goodbye to any content deals they may want to make. As I understand it, lack of limitations on the method of access is usually what studios et al hate about these deals, and for Google to officially support it would piss off a looot of potential partners.