That sounds consistent with their classic embrace-extend-extinguish process [1]. Embracing with no significant user-hostile moves is step 1, and then abusing competitors and users comes as step 3 of the process. They need to briefly look less evil in step 1 to maneuver into position for step 3.
Yes because they were embracing new markets. They've always followed this process but they made a big paradigm change at that point. This is why they suddenly "loved Linux". Because it was no longer a threat but a tool to them, as they were shifting from being an OS vendor to hyperscale cloud vendor.
The same way with other big American tech. Netflix operated for a decade at a loss and now that they saturated the market they are constantly asking more money for less content.
[1] https://en.wikipedia.org/wiki/Embrace,_extend,_and_extinguis...