Two benefits - 1) easier to remember my login per site and 2) if I start getting spammed as a result of my info being shared with third-parties, I can attribute the original offender to the e-mail address.
That + is frequently a cause of contention though, so I use a . (which was done via config when I ran my own mail server days gone by) and also have a catchall on google apps.
My mail server allows -- as an alternative to + so my users can work around braindead address regexes.
Also, the email address to which the message was sent appears clearly in the "To:" header.
Google's own google-content-api-for-shopping@googlegroups.com mailing list has this as the "To:" field:
google-content-api-for-shopping@googlegroups.com
And at the bottom of the message:
To unsubscribe from this group, send an empty message.
I had to ctrl-u and check the "Delivered-To:" and "X-Forwarded-For:" headers before I could unsubscribe.
(I'd tried to unsubscribe previously but the subscribed email account forwards to my main account so replying with an empty message didn't work. This thread prompted me to dig a little deeper and finally get one less piece of email per day - thanks HN!)
The dots are for you to play around with, but the mail all goes to one account. Or, at least, that's how it works with my account.
http://www.makeuseof.com/tag/1-awesome-gmail-tip-you-dont-kn...
http://support.google.com/mail/bin/answer.py?hl=en&answe...
Either you or your friend is misspelling their address (more common than you might think, I get opt-in mailing-list mail for myaddress@gmail.com, intended for myaddress@ymail.com), or you've encountered a bug.