I was following pretty heavy at the time, and unfortunately "made an effort" looked pretty poor to me. You are right network effects are difficult and if google

I was following pretty heavy at the time, and unfortunately "made an effort" looked pretty poor to me. You are right network effects are difficult and if google wanted to throw it's full weight behind the problem instead of just dipping their toes they had the capital to shift opinion. I think this is far more likely google didn't have the will to make that a fully focused problem.