Google's intent doesn't really matter (I think you're right, I don't see it as a targeted offensive against the loudness war), it's the response from labels tha

Google's intent doesn't really matter (I think you're right, I don't see it as a targeted offensive against the loudness war), it's the response from labels that does. Compressing music (in the loudness sense) at the source is never a good thing for the consumer; if it is required for a specific end user case then it should be done at that point rather than ruin music for every use case. I don't buy for a second that it's necessary or helpful with the music that it is done to; which rarely has quiet passages. Compare the two masterings of Pharrell's "happy" I posted, the less compressed version sounds far better even on my 11" laptop's speakers, which should be pretty much 'as bad as it gets'.