This is a well-written and persuasive, and I think Elgan does a terrific job at structuring his argument around the 'product-to-feature' angle. What I don't ag

This is a well-written and persuasive, and I think Elgan does a terrific job at structuring his argument around the 'product-to-feature' angle. What I don't agree with necessarily is the framing that Google's success is fait accompli. One skill that Google has NOT established is their ability to integrate separate services such that the whole is at least as much as the sum of its parts. One might argue the only case where they've had success in this is AdSense. Tell me if I'm forgetting something. While Google's scale and technological advance is a major plus, if you don't design these integrated products cleverly enough, you end up with a bloated, confusing, nebulous morass that people can't grasp as easily as they would independent services. I'm sure Page is aware of this, but the devil is in the execution, and again, the precedent so far is not encouraging. It'll be intriguing to see how well they do this in 2012.