Well, my surreply would be that for those customers, there is only one one need, and Google's feature matrix attempts to address more needs than actually exist

Well, my surreply would be that for those customers, there is only one one need, and Google's feature matrix attempts to address more needs than actually exist in that segment of the marketplace. But segmentation is a good point that I hadn't really addressed. I'd presumed competitors going after the same market. A more mature competitor may simply be seeking a bigger market (and thus requires more features). If you're satisfied with attacking just one segment, everything else is extraneous.