Remember when Google used to be the underdog? Those days have long since passed. So far gone, in fact, that Google has been rated as one of the 10 most valuable brand names in the world. It is now sitting up there with huge brand names that go back decades or even over a century like Coca-Cola and IBM.
That's a very high place to be - it puts them above companies like Nintendo, Nokia, Apple and many others who have had tangible hardware for many years longer than Google has existed. That's a testament to how well Google has done and how much people have responded to what they offer. However, no more can Google truly be called a "rebel" company - they are a massive, worldwide entity, one that has made their kingdom on advertising.