It seems like the impact of the other big players not playing is down played here. Did it not allow facebook users to start conversations with google talk users but not vice versa?
Playing the cooperation card first is what google did, but in the iterated prisoners dilemma you often need to play the non-cooperative card if that is what your peers are doing.
That really seemed to be the core of the issue. Now 5-25 years from now maybe google will have an entrenched culture of playing the non-cooperative card and will not reach for the cooperative card first but I do not judge this to be the case yet.