IMHO, none of these companies are desperate and frankly they have no cause to be.
Returning on-topic -- the various services offered by Google have now begun being solemnly available to the public under ONE user-name. This is in keeping with Google's business philosophy of being a search engine first and then trying to connect the world and bring them under the collective Google umbrella of services. Why does anyone go to Google? Primarily to search for something rather than to use their services like Mail, RSS, Maps, Blogspot, AdWords etc. They are leveraging their services on what they know and do better than others - search and innovate. With almost 75 - 80% of their services still in supposed BETA mode, one will slowly but surely see greater integration in the future.
