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.
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.