The nefarious part is that Google pretends to still be an uninterested referee on a fair playing field. All the revelations regarding back door deals and anti-consumer activity makes it clear that they abandoned those principles in order to cement their monopoly and raise their rents.
And as for recruiting your happy customers into your cause -- there are many things we're fine letting non-monopolies do that make us very uneasy when monopolies do the same. Whether this should be one of those things is worth discussing and shouldn't be dismissed with an oversimplified straw man argument.