Its extremely complicated ... you want a truly comprehensive answer on this, would have to charge you hourly rates ... high hrly rates.
One big broad overview of an issue involved ... is they are jockeying to stay competitive in the mobile search arena. Also without access to data we dont have ( will never have ) ... there's no way of really knowing what revenue is being generated or losses are associated with your area of concern.
Not to mention, what we consider a mind numbing amount of money ... google considers a good tax write off.