Still, it's almost impossible to tell where this is really headed. Facebook and Google are competing spheres on a collision course. In the past 10 years, we've seen the web morph from this linear, cataloged file cabinet of information, to being partitioned by gated social sites.
And in the end, this might be actually be the worst part.
In some not-so-distant future, users may have to choose which Internet experience they want to view. Google and Facebook do not see the web in the same way, which means they present different portraits of the Internet as they continue to chase different goals. In the meantime, users have some trying on to do. Turns out, one perspective might not fit all.