I personally think it is a good thing for a few reasons.
It stops the ICOs with the biggest budget simply steamrolling great innovative projects. Any website can get clicks and views if they have a huge marketing budget for Google Adwords.
It forces ICOs to think outside of the box and reach their communities in other ways, platforms like Crowdholding will be the future, as no longer will they be able to just spam people to come to their site, but will have to engage them through co-creation.
It gives more power to bounties, people will spread the word of the ICO that has either got the best bounty campaign or a project they believe in. Although bounties can be manipulated by offering large sums, it is still better than google Adwords.
The only thing I don't like is that Google is clearly trying to strangle crypto. It's just underhand tactics to break the price, so they can invest into it or scare off users of crypto.