Google has a monopoly, and where are monopolies the normal rules do not apply. Google can impact internet as a whole very greatly. That's why they should care a

Google has a monopoly, and where are monopolies the normal rules do not apply. Google can impact internet as a whole very greatly. That's why they should care about fairness, simply remember how Microsoft was forced to provide browser choice window and were penalized for pushing IE as a default option. And even if, say, in Microsoft scenario they might benefited from using they monopoly position more than were penalized (can't for sure claim, because I don't know real numbers), it doesn't mean that companies should't not care about fairness. At the end of the day that is what competition suppose to do - force companies to think about fairness towards their customers.