tl;dr: G+ is misunderstood as a failed social network, it's actually the key to search customization. Google will keep requiring a G+ profile for more and more

tl;dr: G+ is misunderstood as a failed social network, it's actually the key to search customization. Google will keep requiring a G+ profile for more and more of its services until they capture you, too. There are lots of statements in the article I find easy to argue with (or find too weird to bother arguing with). But I suspect the bottom line, that Google will eventually convince most people to create a G+ profile, will prove to be accurate.