There's a process where you declare this work. And if it gets approved, you have ammunition to back you in a court case if it ends up going to such lengths.
I have had projects approved - questions that get asked are about e.g. conflict of interest or actual competition.
Google actually doesn't want to own your fruit-stand-in-the-park business.
This is intended to prevent situations like the zuck/winklevoss case (just to name 1 publicly well known example).