What flashes through my mind when I see this type of corporate fetish, even it being Google, is that the future is much more likely to be version of Brave New World than 1984.
We consume not because we're told to, but because we want to. We become vehicles in an economic equation.
Something is unnerving about the fact so many of us feel privileged to have the ability to dedicate our lives to what is essentially an organization to make money. I know it strikes odd to think that's the only purpose of Google (it seems not to be) but it certainly is for a significant portion of the corporatocracy.
Those two factors combined (variables in an economic equation and we have blind faith in corporations) can undermine the basis of a free society whose goals go beyond the enrichment of a handful of shareholders.
Dedicating our lives to what is essentially an organization to make money