According to recent discussion, https://news.ycombinator.com/item?id=19004899 Google (and more importantly, Google's investors) are waking up the fact that they're a mature company in a mature market, and they are trying to cut costs across the organization.
I believe that they are opening the door to companies such as mapbox, carto and others, which is a good thing.
The question is, why are they doing it?
1) do they want to bring in other competitors to stave off some sort of anti-trust?
2) do they want the tiny bit of revenue (compared to their main revenue streams) to help cover the costs?
3) is there something with the structure of being an alphabet company which would require these things be paid for?