No, it doesn't have to be, but I have very little faith in Google to make any choices that even border on altruistic when it's far more profitable to exploit us.I think there's a case to be made here that Google's motivations can mirror those of the users and that it's in Google's best long term interest for that to be the case.
It seems obvious to me that a company that can be aligned with their customer's desires will have the most longevity, which may mean forgoing temporary, short term revenue gains.
I'm not so naiive to think that it currently is the state of things, or that it's simple for this to be the case - quite the opposite. Rather, my point is that there is no law of economics that guarantees users and corporations must be in conflict or that corporations will always do better financially by exploiting users to the users' detriment (or that a competitor that does that will beat one that doesn't).