Google isn't primarily about search anymore. Yes, search is still a core product, but it's no longer THE core product. The core product is simply.... Google. Google+ is at the heart of a paradigm shift to build a social graph on top of its strengths in connecting information via web pages (information graph). The difficulty for Google is accessing the world of "walled-off" apps and the rise of the iPhone model of mobile computing, where indexing and page ranking just doesn't work. A useful and thought-provoking article, which also calls into question Google's mantra "don't do evil"...."Evil," says Google CEO Eric Schmidt, "is what Sergey says is evil."