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Again it's an example of what working before not working in the future, though. Invite-only had worked great for GMail; it actually intensified the buzz. It failed miserably with Wave and Plus, showing that the same tactics sometimes work and sometimes flop.

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Gmail was invite-only to join and get an @gmail.com account, but once you had it you could interact with any email account user, and they could interact with you. GMail isn't a walled garden. Facebook, Wave, G+, etc are. That's why they depend on rapid user growth very early on when the hype is fresh.

While the invite-only period may have been necessary for scaling reasons, I have my doubts that it was necessary for buzz-building reasons.

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