I wonder what we actually want from "social". I know that I don't want to subscribe to some kind of friend spam merged with regular spam from advertisers or share "stuff" with people in my address book. That's totally useless for me and bloating all kinds of Google services with it will be annoying.

What I do want is collaboration, ad hoc collaboration, project based collaboration, etc. I want to connect and integrate my data with that of others with less friction than today. Google should go after Microsoft Office and leave Facebook to Zuckerberg's "dumb fucks".