Google started out by doing the opposite: looking at other search engines, seeing specifically where they fell short, and then correcting those faults.

I don't think Google is evil for what they're doing with Google+. I think they're uninspired. They're not doing anything new, just repeating what others have done hoping to jump onto a bandwagon. Some minor Google+ tricks, like circles, are nice, but they don't address any of the reasons why someone might actually leave Facebook.

This practice has often proven to make a quick buck, but has rarely proven to be sustainable.