My guess is they've sensed the national mood is shifting. If something isn't done, then people will start to demand something more drastic than simply breaking up a large world spanning company.
The capitalist system must give the appearance of health to forestall further demands. It is looking very ill at the top of the tech sector. The tyranny (iron rule by a minority) inherent to private enterprise is flowering atop an incredibly concentrated sector and it's becoming obvious to anyone that looks.