I like the way Google+ works. Hell, one of my uncles is even a programmer for Google and I tried really hard to use it for a while, but there's no point in me using it for what it's intended for because even though some of my friends have it none of them actually use it. Sucks, but I'm not likely to convince many of my friends to use it instead of Facebook. Besides the fact that I am unwilling to not have contact with some of the people I only have contact through Facebook with.
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There aren't any angels running those servers powered on moonlight glow people.
Well of course, G+ is deeply integrated with Google Drive and somewhat integrated with Youtube and Gmail, which are all services they earn money from. They don't need to earn money from G+ since it would hurt their users, which in turn would result in less users in the long run, so they choose to not monetize it.
Having more users for a service they don't monetize brings more users to connected services that are monetized, so it's not like they don't gain any benefits from it.
Over all it's a great strategy I wish more companies would focus on. A happy consumer is fruitful consumer.