> "Google may be reluctant to deploy this new tech as a replacement for online search, however, because it is not suited to delivering digital ads, which accounted for more than 80 percent of the company’s revenue last year."

So Google had the tech for some time now. But like Sony in the 90s they were reluctant to release it fearing it will hurt their current business.

Therefore someone else had to disrupt the market. Google won't do it to themselves.