I think this is the most important single line of the piece. G+ was pretty broken from the get go despite some promising ideas. But instead of focusing around what was working, Google simply amplified all the broken garbage -- then spread it around everywhere, making everything toxic, cancerous.
It's one of those many weird cases where you sit there, hands on your desk, mouth agape looking at some Google property that was fucked over by the G+ project and just ask yourself "doesn't anybody at Google use this garbage?". Because the issues are so immediate and so obvious, it's impossible that nobody raised some red flags.
Which leaves two possibilities:
- Google is composed of such inept socially awkward people that no red flags were raised and they all just proceeded on course doo dee doo doo dee (a scenario I find very hard to believe)
- Red flags were raised and simply brushed aside.
The first scenario is hard to believe because it presumes mass and gross incompetence on behalf of most of the employees at Google. But I know googlers, I've been interviews by Google, I've had various interactions with people from Google, and most of them just seem like normal folks from a variety of backgrounds.
As more and more leaks out it sounds like the second scenario is where it's at, and the question is why? Was it just some dumb headed attempt to extract any money possible for the major shareholders by turning the brand into garbage? Or was it just an honest attempt at unifying the properties, just managed at an absolutely amateurish level?
It's all so senseless and stupid and now everything is broken.
The sad thing is, this is something I see all the time, one hopelessly broken pet project is carried by the good idea fairy to some senior manager, and they being a cascade of failures across the rest of the company on something they probably have convinced themselves is just a big gamble with lots of upside. By the time the damage is done and widely recognized, the exec is out the door on their golden parachute leaving the remaining veterans to pick up the pieces and unfuck things. Except in this case, the ultimate party responsible holds half of the majority voting rights and continues to blissfully push socially inept product ideas. The only remediation is a long unfucking process and some possible minor impact on share price, meaning he can only buy 2 300' yachts instead of 2 350' yachts.