I think many people here are conflating offensiveness and propriety. You don't have to be offended by something to find it inappropriate for a service that you run. (I don't find profanity offensive, but I also don't find it appropriate for business conversation. I doubt Googlers find a bird all that offensive, but the people making decisions apparently don't find birds appropriate for public G+ feeds. Oh noes?)

He, and you, and I, have no inherent right to do whatever we want on a private service. Their house, their rules. Maybe he should start his own social network (with blackjack, and...). He can call it CrunchPlaid. =)

If by "new" you mean "the thing that's been going on for thousands of years."