I'm one of those rare weirdos that actually likes and uses G+. It was my daughter that got me to join but it's a way better experience than FB, and I've been using it everyday since.
Just last night a family member wouldn't Skype with me because the software "wasn't setup" on their computer. I initiated a hangout (since they use gmail) and everything worked perfectly.
Google's strategy reminds me a little bit of Microsoft's where they are the service that pops up first when people are looking to do things. As long as their product is equal to or better than their competitors, they should be able to win the slow race.
(just checked, yes that feature is still there. It's on the bottom of every photo album that you own)
The stuff for my family is not visible to the public. People wanted a private network like Path, what is just for mobile unfortunately.