In my opinion, circles got it wrong because it got the arrow of direction wrong. Look at Instagram. Many people have multiple accounts, which is a feature buil

In my opinion, circles got it wrong because it got the arrow of direction wrong. Look at Instagram. Many people have multiple accounts, which is a feature built into Instagram itself. It's easy to switch accounts. An individual might have one account (possibly private) for their personal feed meant for friends and family, another account for their instafluencer persona who travels the word taking selfies, and perhaps they have another one for their instafluencer merch shop or whatever. For everyone using IG, these appear as distinct profiles. The consumer chooses which one to follow. Google Plus gave you one profile, and then made it so that you, the producer of content, chose which followers to target. Obviously, the technical difference is very slim; for the "producer" there's less difference. And the circle feature isn't without merit. But Google didn't realize that just routing stuff to different places isn't what people want. Putting a filter (which is what the circles feature could be seen as) on your own stuff is actually the last thing most people want. That's as exciting as doing laundry.