Controlling every point of our online experience without focusing a few critical elements can transform Google’s position as a cool company in San Francisco into a Costco style provider that we reluctantly accept due to its convenience and commoditization.

What do you think about when you hear the word Google? Entry point to the web. Creativity, innovation and serious $$. Maybe even people buzzing around in a really cool work environment.

I tend to think about a group of guys hell bent on breaking the rules and proving that the American dream still exists for anyone who has a great idea, a clever approach, determination and the skill to make it happen.

Today Google wants to be everything and everywhere online. They started with a search engine. Now they’re a toolbar, email client, GPS/mapping system, a scheduling solution, web-browser… and almost mobile phone amongst other things.

What made them cool was the search engine.

What made them that $$ was their ability to scale and target traffic.

What made them warm and fuzzy was their near Che Guvera revolution approach of going to head to head with the likes of Microsoft and other large companies. I love Google products like Gmail, their RSS feeder, calendar and even media tools like GoogleInsight which we’ve written about before. They’re far superior to other conventional services – especially one you have to pay for – like from Microsoft. Not to mention I feel like I’ve taken something back when I use them.

But seriously… can’t it go too far? Who wants a one stop shop for life? Do you want only your favorite cereal for breakfast every single day? Do you really want the Costco/WalMart experience applied to the internet? It can happen. And it starts by competing against people who not only do a better job but also provide strategic value to one’s business. Most recently it’s happened here:

The Google web-browser. Sure it’s good – but I’m willingly to bet it’s not make a ding in hard core Internet Explores user market. Most likely it will take a larger portion of Firefox, Opera and other browsers.

Google phone. What… iphone 2? I can appreciate that it’s a great entry point to mobile media. But why not focus on creating WAP based client or downloadable applications on a huge variety of phone modes so everyone can access mobile content in a form their already familiar with?

Google’s stands in a position to fit its brand somewhere between that warm fuzzy feeling you might get when walking into a small time local coffee shop and that somewhat sold-out feeling when ordering a coffee you can’t pronounce form Starbucks.

Obviously it’s their creativity that got them started. This same creativity combined with the shear scalability they control could be transform them into one of the same large companies they’ve grown accustomed to taking down in the first place.