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I like the name, and the concept 'hook'. Here is to hoping that Google nails the UX and if its really really good. utilize google.com / gmail / android tastefully to get to critical mass.

I am not sure if i want Google to be successful in social though, too much power in a single company...

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Yes, I find it interesting that the article focuses on privacy. Google Circles, a product from a company that probably knows more about me than my mom does. I'll be able to hide from my mom, but not from Google's advertising algorithms, and presumably anyone who can subvert/subpoena themselves into the database.

If you had to pick a single company to succeed in social, would you not pick Google?

Yes.

Google has had a company wide task force of engineers since 2007 called the 'data liberation front.'

http://www.dataliberation.org/

I think they have the muscle to take facebook's crown when it comes to the more personal, friends and family side of social networking. I also trust them to take my rights and my privacy seriously. A lot more seriously than facebook does at any rate.

Best case scenario: they nail the UX, and bring in a little of the awesomeness of wave while they're at it.

Good luck to them.

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