"It must force [...] Google+ down the throats of users who are simply looking for a brilliant search engine." And that's the part I don't get. Facebook does no

"It must force [...] Google+ down the throats of users who are simply looking for a brilliant search engine." And that's the part I don't get. Facebook does not even make that much money. Why would Google want to be more like it? Google is leading the part of the web with most profits. And now tries hard to abandon it in favor of becoming second in the part that makes one of the worst profits. Why?