Though the real losers here are potentially WhatsApp, Telegram and other third-party services (assuming that Apple will implement E2E encryption). Since iPhone is not as dominant in other countries as the US, WhatsApp and some other messaging services have become dominant outside the US. They are not really necessary anymore once there is a proper standard across platforms.
RCS is unfortunately a step backwards from that idea.
And regarding Google's motivations for that campaign: They have acquired a company offering RCS services to telcos and marketers... https://jibe.google.com/
I thought RCS was still a Telco-based service? Don't you have to have a telephone number to use it, at least? I keep hoping we go away from POTS, instead of continuing to invent reasons to be stuck with it.
Telcos live in the Stone Age. A little disruption is well overdue.