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Maybe I was wrong, maybe Google+ can be undone. Google does tools very well, but they can't build a place that isn't Googley, and that's the first thing they would need to accomplish to compete with Facebook. Facebook was a place from the beginning.
Perhaps it has to do with brand association. Because of the vernacular 'to google' I tend to associate it with 'non-knowingness'. You google something because you don't know about it. Nobody wants to google their friends all the time. That seems to be it. To make a successful social product I think they'd have to keep it as far away under the umbrella of Google as possible.
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