I don't disagree that setup is a bit more work, but I think the pay-off for the individual user is very high. On top of that I expect you'll see Google introdu

I don't disagree that setup is a bit more work, but I think the pay-off for the individual user is very high. On top of that I expect you'll see Google introducing "Groups" as well very soon... public subscription groups that work better for a "Follow my company" type of thing. Not sure how they will implement that but I do think it is also a needed structure. Personally though I would take the Circles concept even as it stands now any day over Facebook's method of social management. I've already found myself sharing far more on G+ (despite the fact only a small part of my social graph is there yet) just because I'm not worried that Aunt Mabel will find this offensive, or I'll have to field questions from Uncle Earl about what that tech link meant.