DIY a microchip?

from news, i heard that google decided to invent own microchip, that's the reason why it built two huge operating experiment lab as mentioned before.oh, you can easily find that, the way of google's development is quite stable and active. first, create a high performance searching engine, and then gain profit from advertisement, next, develop all kinds of new software, such as google file system, google work queue, for itself, and now decide to invent microchip, step and step.
but voice from rivals don't sounce nice, such as bill gates, chairman of microsoft, giant of computer industry, he said that:"Google doesn't have anything magic here,We spend a little bit more per machine. But to do the same tasks, we have less machines." that he don't think that google can have any advantage.
I think, I still need to know more details about google, and then, I can find out if I like its style.