"...then go to where those potential customers are first." From a business perspective, that's great. And really it's no different from what other ISPs have done for years; Google's just turning customer discovery into a PR fiesta. But it ignores what tech geeks everywhere[1] have always said about network access: that the mere presence of access spurs innovation, provides opportunity. Many, many people without broadband internet access still see it as a superfluous luxury service used to access Facebook and YouTube from their homes where their smartphone has less reliable service.

Access to the network should be considered as crucial to modern human existence as electricity. Access eliminates barriers to education, therapy (just having asynchronous communication with other sufferers of your condition is itself therapeutic), not to mention gaining inspiration for creativity or even innovating some unforeseen improvement in peoples' lives.

1 - "citation needed"