"We don't want two Twitters. We don't want two LinkedIns. And we don't want two Facebooks," Schaefer says. "That's where [people] have their friends, their photos, their games. It's easier to move to another city than to switch a social platform. I think it's that big of a problem."
Google+ needs a niche. The new image features, supported by the fearsome power of Google's cloud, could make the network extra appealing for both professional and amateur photographers.
But Google is clearly not aiming just for photographers. The company aims to keep Google+ in the back of your mind, even if you're not actively engaged with the site (see the Google+ social login, which rolled out across multiple partner sites and apps earlier this year, and the +1 button integrated with most major sites, which is a thoughtless action, but a Google+ interaction nonetheless).
And if Facebook takes an epic misstep, you can bet Google+ will be waiting in the wings, ready to take over the top spot.
Sign up for CIO Asia eNewsletters.