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In the case of Agency ebooks everyone has the same price, so the competition is for features and intangibles. The advantages of Google eBooks are: a) can get an Adobe ePub, b) can read in the cloud from a browser or an app, and c) can buy from an independent book store. If you are getting an Adobe ePub anyway, (b) and (c) might steer you to Google. Kobo and Nook kind of have bits of (b), and you can argue about which of the three has the best "read everywhere" experience.
I don't see much competition for Amazon, although I assume you can read a Google ebook from the cloud via the Kindle web browser. So this is a way for a Kindle-only customer (who does not want to mess with DRM) to buy an ebook that isn't available on the Kindle.
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