[sratner]

This isn't the punitive part - that's what fines are for.

I see this particular requirement more as a corrective action - to actually give back to users the choice that Google took away through abuse of their market position. Users don't particularly care who is making money in the process, while their rights are not infringed.

I am perfectly fine with the corrective action being dollar-neutral for Google, or even slightly positive. There is nothing wrong with incentivising good behaviour, as long as those incentives themselves don't become abused. If the right thing to do by your users is also the better thing to do from a business perspective, we might not have to wait for a court decision next time.