The more time I spend with Google+, the more I’m convinced XKCD got it exactly right:  it’s Facebook that’s not Facebook.

Many Google+ reviewers focus on “Circles” and “Hangouts”, which are great features.  I also think they’re relatively easy to copy:  Facebook has had friend lists for a long time, with the ability to limit visibility of status updates.  It’s not as cleanly presented as Circles, but that’s fixable with some UI work.  Hangouts should also be relatively easy enough to copy.

I think Google+’s rapid uptake is less about feature advantages, and is much more about being the “new bar in the neighborhood”.  Bars are defined somewhat by their decor and menus, but also by their “crowd” — the regular patrons and the way they behave.

Social networks are no different, and I’m guessing the initial burst of interest is coming from those seeking a new “crowd”.  I’ve seen a few Facebook-resisting friends jump on immediately.  Many of us joined Facebook initially for friend/personal reasons, then tried to figure out how to appropriately add in a professional layer (some are still struggling with this).  Google+ is a clean slate, a way to start over.

My hunch:  Facebook and Google+ will track similar features over time, but will diverge based on the “crowd”.  Facebook will be “fun, party, games, joking with friends”, while Google+ will be “drinks after work with colleagues”.