I agree, and I'm actually still trying to figure out what Google's angle is with G+. Yes, FB and Google both want to make money, but here's how I look at them: Facebook targets ads by knowing who I am. Google targets ads by knowing information about what I search for. Big difference, in my opinion. Android, Picasa, G+ are all ancillary products to make sure that Google stays relevant. This indicates to me that they'll be less invasive and big-brotherish than Facebook when it comes to G+ because they don't have all their eggs in the social network basket. Their cash cow is internet search. What this means to me is that Facebook is directly motivated by drawing as many connections between me and other people as possible, whereas Google is more interested in drawing connections between me and my search history. I'm still trying to figure out if G+ is meant as a means to prevent Facebook from becoming too dominant (kinda already there, tbh) or if it's meant to transition Google's strategy from search-based ad targeting to demographic-based ad targeting. Maybe they'll start doing both....who knows.