I don't know that there's any one authoritative answer, but they fended off the initial Internet threat by cramming IE down everyone's throat. They did that in a number of cases, were fast followers and put people out of business by integrating/bundling. I think the attitude was they could do it again if they had to, thought they could do the same in phones and tablets, didn't listen to their customers, didn't update IE and XP for years.
Partly Microsoft got lazy and didn't execute the products customers wanted, maybe the senior people were wrong generation to realize they had the wrong products and Google and Apple were leapfrogging them, maybe all the legacy cruft in their ecosystem slowed them down, maybe the world changed so they didn't have the same market power. I don't know that fines ever really scared them into changing behavior. They flushed more money down the drain in online services than anyone ever threatened to fine them.
Even more than most, Google's business depends on trust. Once people feel they're going to get screwed over after investing time and trusting Google with their information and data exhaust, they'll go to DuckDuckGo, Apple, Facebook (ha), whatever. Google has nothing like the moat Microsoft had. On the Internet, the switch to the competition is a click away.
Partly Microsoft got lazy and didn't execute the products customers wanted, maybe the senior people were wrong generation to realize they had the wrong products and Google and Apple were leapfrogging them, maybe all the legacy cruft in their ecosystem slowed them down, maybe the world changed so they didn't have the same market power. I don't know that fines ever really scared them into changing behavior. They flushed more money down the drain in online services than anyone ever threatened to fine them.
Even more than most, Google's business depends on trust. Once people feel they're going to get screwed over after investing time and trusting Google with their information and data exhaust, they'll go to DuckDuckGo, Apple, Facebook (ha), whatever. Google has nothing like the moat Microsoft had. On the Internet, the switch to the competition is a click away.