Sometimes businesses do things that they believe to be in their own self-interest, but is not.
Sometimes businesses do things to create good will (which has tangible value).
Sometimes businesses do things which destroy good will and create animosity (which has a tangible cost).
Google seems to have managed to have accumulated significant animosity by shutting down services that could instead have been left to die a slow death on a long tail. I still remember a time when I could plausibly believe that "Google Is Not Evil". Shutting down those services prematurely when people still depend on them is evil. That's the cost.
And, by the way, sometimes people do things for no other reason than because it is virtuous to do so. I suppose Plato does make the argument that you should do virtuous things so that you can hang out with other virtuous people, and not have to put up with *ssholes. Darwin would probably argue that people do virtuous things for free in order to increase the survival rates of their progeny. But those are both deep and nuanced arguments that are best left to incurable pessimists.
