The fact is that Google, and companies like Google, hate unmediated anything.
The reason is that Google is in the algorithm business, using user-activity "signals" to customize and personalize the online experience and the ads that are served up as a result of those signals.
Google exists to mediate the unmediated. That's what it does.
That's what the company's search tool does: It mediates our relationship with the Internet.
That's why Google killed Google Reader, for example. Subscribing to an RSS feed and having an RSS reader deliver 100% of what the user signed up for in an orderly, linear and predictable and reliable fashion is a pointless business for Google.