Same story as with the banks.
They know that ICOs are raising billions for decentralised services that will replace them.
Just look at how Telegram's multi-billion ICO threatens Facebook's WhatApp.
There is a decentralised App out there to replace every existing web based service that is so dominant today.
There is an opportunity to seek legal injunctions against Facebook and Google to prevent this illegal misuse of market power.
Who is interested?
This is political move to work against Russia. Russia gonna make the bitcoin and other crypto currencies as legal to use there. On rise against America using the Google to ban the bitcoin related ads on Google search and other services of them.
Personally I take this as to secure being anonymous. Already being long years Google steal all our search and takes that some ad companies. Better to turn towards to bing browser or baidu.