Look who's talking?
I've recently gone through the book Bill Gates and the making of Microsoft empire. I've seen interviews with Microsoft people who admit "Sometimes we had to step on other companies". Seeing Microsoft claiming an anti-trust, saying what it had to say "Google is already FedEx. It is already Amazon," said Brad Smith. "And now they're proposing to buy the post office." Well Steve Ballmer is gonna like you for saying that! Remind you Microsoft wanted to acquire Google and after the latter refused it became Ballmer's target to destroy them. Clearly he has failed miserably. Another thing is, isn't Microsoft the OS and Apps on top of it? Isn't this how they dominated the Office market?
Now as for Google's standing point, Google have control of huge amount of user data that is becoming more and more scary. But we all remember how they stood up against giving up user queries 2 years back right?
Are they angels? No I have my takes on them, but they are way much better than Microsoft. Reaching an agreement with another company for acquisition by it self is not a wrong thing at all. I guess we would all be doing the same thing. I am running ad company and I see a complementary to my service. Why not add it to the portfolio?
Personally, I have tried several ad services ad only Google gave me the lowest cost per click, in addition to the most massive exposure. Most others don't support different languages for contextual ads, or don't cover different regions. Some have high minimum account budget. So far Google gave me best service and outcome.