Every company wants to be number 1. They don't stop making money and exit the market just because they aren't.

Google did just that with G+, Hangouts, Checkout and a whole raft of others. Even if you don't become #1 you owe it to your customers to plan ahead and to ensure a business is 'unit cost profitable' at the scale at which you offer it so that you can sustain it.

Going for broke on projects and then canning them when they fail to attract the kind of success that a smaller company would be more than happy with is in the long run a losing bet.

None of those are enterprise products. Consumer businesses given away for free are very different than directly selling infrastructure and services.

Hangouts was a GSuite (enterprise) service. Customers were forced to move Chat & Meet when they shut down Hangouts.

https://gsuiteupdates.googleblog.com/2019/01/upcoming-hangou...

True, but that’s a replacement and upgrade to a new service. Do you consider that the same as a shutdown with no alternative?

I’d say the biggest situation that materially affected companies was the Google Maps pricing change, but most seem to be fine with that now.