Google by my experienced had quite many failure when it comes to social networking.
However their new concept actually makes sense in many areas.
I find Facebook way to saturated and overloaded and in contrast Googles approach is a more focused on friendship groups, so called circles for communication etc.
Interestingly besides that Google also shows a much more advanced online-cell phone chat communication system as well as a terrific online video conference approach.
Both areas Facebook is not really strong at.
I am curious about how this will mature and if, if it will be accepted and used.