Google's infrastructure is a cloud, the only thing a competitor needs is the software / services to replace Google. And a lot of them are already there, being recreated.
That's why they want in, because Google & co. could easily become the next television.. Its still there, but most people don't care about it any more because of a shift in technology and the way people use the internet.
In 5 - 10 years cloud might be much more important. Besides, Google has to get away from relying on advertising as fast as possible, because of looming regulation.
