They tried so hard to be in the media over the last year that it was almost cringe. Given that most of their money is coming from advertising I would think they have an existential crisis to make sure folks are using their products and the ecosystem.
Just the fact that they managed to dodge Nvidia and launch a SOTA model with their own TPU's for training/inference is a big deal, and takes a lot of resources and expertise not all competitors have in-house. I suspect that decision will continue to pay dividends for them.
As long as there is competition in LLM's, Google will now be towards the front of the pack. They have everything they need to be competitive.