Google's motto is to do no evil. Fair enough. Yet, they are getting an alarmingly large amount of the pie at the moment, and we don't want to fall into a Minitel2.0 world. So let's see how the world looks like without Google, and with a sprinkle of self-hosting (on distant-sun or a NAS-to-come), and double serving of open source and free software.
Replacing other non-Google proprietary services for open protocols is also the extended scope of this.