Google began as a way to organize the world’s information. Now it wants to organize the world. It’s taking the Entropy Effect head on and of course it wants to win.
Facebook isn’t Google’s competition, nor is Microsoft (client) or Twitter or Yahoo! or any other company or social media service. In this case, they are all on the same team. Google’s enemy is entropy. Its nemesis is the underlying force of the universe itself, of order vs. chaos.