Here's the problem with APPS: With a tool like Tweetdeck we'd never need to go to the Circles/Google+ page, and that's where the value is for Google. That's what's happened to Twitter. No one goes to Twitter.com. 80% of Twitter's traffic is via APIs and 3rd party Apps. Twitter cannot serve you an AD if you're not on Twitter.com. (But I'm sure in-stream ADs are coming, because Twitter has yet to figure out how to make money on Tweets.) // So for now the value to Google is to get us into the their G-Universe and then sell us, track us, know us. With Google it's all going to be about integration. I'm not so convinced that's a great thing. Sometimes we need separation to keep things straight.