I read this story and was a little baffled by it's premiss. I think is misreads the situation to suggest a problem for Google that simply does not exist;

There is a considerable amount of internal competition in biology. By this I mean that internal to an organism, it can compete within its self to produce the best 'goods'. So for example some plants will abort the growth of fruit where it does not have enough seeds. One could see this as a form of internal-competition between possible fruits so that only the fittest has the resources to grow it to full term, is used.