Don't let the prose fool you. They're doing this because what they did before was in violation and the walls were closing in.
This reminds me of supermarkets in Germany loudly announcing that they would abandon plastic bags to save the environment ... a few weeks before legislation came into effect banning them from selling plastic bags.
Why wait until you're potentially facing fines if you can move slightly ahead and sell it as a voluntary good thing you do for your users/customers?
That's basically WAI though. Plastic bags were banned because of the environmental impact. For some particularly naive customers they might think it's a feel-good initiative from a brand they now love a little more, but at the policy level it's really not important how various implementers want to spin it. What's important is that the outcome is a reduction in plastic bag use.
Oh, I'm not saying any of these are bad. I'm just saying you shouldn't thank Google (or the supermarkets) when they try to spin this as charity. Some people might not want to hear this, but the thing doing this is not corporate volition but regulations.
