Maybe when it first launched, Google+ had aspirations of stealing away some of your content feed reading time from Facebook and Twitter. While it needs a lot of work, the design and features Google+ have launched are solid, and I have the utmost respect for a team doing the best it can. The problem is that it doesn’t solve a problem. Facebook owns the social graph and the relevance-sorted news feed of your friends’ activity, and Twitter owns the interest graph and the firehose of news and real-time updates.
But that was not why Google made building social functionality a priority. Nor was improving its already dominant search feature. It’d would love this engagement but it doesn’t need it. Google scrambled to build Google+ because it watched Facebook and saw users were willing to volunteer biographical data to their social network, and that data is crucial to serving accurate ads users want to click. Search keywords and algorithmic analysis of your Gmail and other content weren’t enough. It had to start the journey to identity after shortsighted years of allowing users to sign up without asking who they really were. 90 million signups is a good start.