Don't be concerned because Google is competing. Be concerned because everyone I've talked to agrees that Sparks sucks, and is by far the weakest part of Google+.
Your comment would be appreciated.
Here's a quote about Sparks from the Wired article on Google+: The signals that Google looks for in determining Sparks content is freshness, a visual component (videos will rank highly), and the degree to which the content is virally spreading on the net. http://www.wired.com/epicenter/2011/06/inside-google-plus-so...
I'd imagined that when you add a spark, you get a bunch of stuff grouped under various categories and various types of information like News, Companies, Products, Blogs, etc. And in case of Soccer, I'd have wanted to see scores, league standings, etc. Basically be intelligent about the topic.