They'd have to be aware because people have gotten wary of anything new from the company, due to the fears it'll be killed in a year or two. That's not a huge issue right now (since Search, YouTube, Maps, Gmail, Android, Chrome, Docs, etc are huge), but it does make it more difficult for them to compete if the technological landscape changes and leaves them behind.
For example, if AI/VR/neural implants/something else* completely shake up the computing landscape (and traditional search engines start to fall into irrelevancy), will people trust Google to be the provider for these things? Or will they look at their history of quickly killing products, and choose a competitor who might be in it for the long haul?
* Given some of these fields are already dominated by Google's competitors/other FAANG level companies, that already be a bad sign.
For example, if AI/VR/neural implants/something else* completely shake up the computing landscape (and traditional search engines start to fall into irrelevancy), will people trust Google to be the provider for these things? Or will they look at their history of quickly killing products, and choose a competitor who might be in it for the long haul?
* Given some of these fields are already dominated by Google's competitors/other FAANG level companies, that already be a bad sign.