Not necessarily just to get traction for Google+ but I believe that Google is also competing directly with Facebook to control your "Identity on the internet".

Not necessarily just to get traction for Google+ but I believe that Google is also competing directly with Facebook to control your "Identity on the internet". Once one of these monolithic companies controls your identity they can then directly target you no matter where you are on the internet. It's kind of scary, and I believe that it's a fight that Google is destined to win.