The days of old Google hiring smart people and empowering them to invent the future was gone. The new Google knew beyond doubt what the future should look like. Employees had gotten it wrong and corporate intervention would set it right again.
When Google+ was first released I thought it was a great alternative to Facebook, which I despise. But over the last year it's turned out to be a cancer that has infected all of Google, to the point that I no longer want to use any of their services. James does a great job telling the story of how the corporate culture at Google was corrupted.