Where does this notion of Google having to be Open come from?

I've never heard anything about Google as a company that they somehow need to or commit to being more open than any other company. In fact, on their corporate web site, they merely state that they "are active in open source software development, where innovation takes place through the collective effort of many programmers", which as far as I can tell they in fact are. Nothing in their corporate statements says anything about them needing to open anything, except that they are active in open source software development.

So where is this B.S. coming from? Did someone just assume that Google would open everything? Did someone make up some fanciful open source code of conduct that Google should adhere to? Tell you what, if you don't like what Google's doing, make your own, better search algorithm and release it to the world. Make your own, better ad serving software. Build a billion dollar company around these technologies and feel free to make them open source. Show Google how wrong they are. Or better yet, just stand in the peanut gallery and tell everyone what a horrible company they are and what huge mistakes they are making and that you'd do so much of a better job if you were king of it all.