Google should play fair but if its not required by law I can understand if they don't, if there are business benefits to being unfair and no requirement to be fair, why would Google change?
This is one of the few instances where Google is actually trying to do better but cannot figure out how.
Hence this event where owners of affected websites were put in direct contact with the product managers and software developers working on the topic.
But yeah, in general Google is often not incentivized to play fair. See the demotion of price comparison websites after Google Shopping ads were placed on top of search results.
