Financial incentives, while a large motivator for companies, are frequently not the exclusive one.
Google for quite a few years was seen as a good steward of the free and open Internet.
To assert people shouldn't feel betrayed because "it's a company" fundamentally ignores why people had different expectations for Google to begin with.
Because it was in their financial interest to do so. Their business is dependent on the internet after all.
The problem is that people are quick to assume a company is being altruistic just because the financial incentives happen to align with their own incentives.
Google for quite a few years was seen as a good steward of the free and open Internet.
To assert people shouldn't feel betrayed because "it's a company" fundamentally ignores why people had different expectations for Google to begin with.