Reading this I don't get quite the same reaction as everyone else. I think this is actually a useful tool. However the main failing is that there is one global ruleset decided by Google. If this was customizable by each organization or department it could actually have value. I don't think shaping the way your company communicates is much of a problem, the problem arises when Google shapes how your company (and individual users speak). It would also be interesting if these different models could be published and shared.

Basically I think the core idea is fine. But applying the same model globally was a clear mistake.