> I really surprised at Google by this implementation--it seems like they didn't really think it through.
You're looking for utility; whereas, I believe they are taking a pro-active step against Facebook's newly awarded patents on "social search."
Regarding utility: it's Google, so they'll iterate...
Regarding competition: it's launched and available to the public now!
When Facebook acquired Friendster.com, this also gave control over lucrative patents that were awarded this year and last year.