That they are "ex-Googlers."

It may be disingenuous to say that other applications do the same thing; it's as if you were saying ConnectU and Thefacebook do the same thing. In any case, they are simply launching their product. It's the first step in a long journey.

It's sometimes difficult to notice a great startup unless you've launched. For example, Groupon was a much more modest "tipping point for change" type of startup before they realized they could apply the same concept to small business commerce.