To be fair, this could be very make or break for Google. If someone else solves AI search properly, and they can’t catch up, it would be really bad for them. G+/Facebook were another market completely so it wasn’t really taking any of their current market share.
But I do think they are panicking a bit too much.
Ok sure, what do you want them to do instead then? 80% of their income is reliant on a tech giant’s grace and is seemingly more and more likely to be cutoff soon. They need to survive somehow, and every monetised service they tried flopped thusfar.