Google's Bradley Horowitz has insisted that Google Buzz is not a direct competitor for the likes of Facebook and Twitter, but that it fills a niche 'not currently met by market'.
Although it has suffered a controversial birth, the company believes that the combination of various Google functionality and the third-party support will win out.
When asked by eWeek whether Buzz was a competitor to Twitter and Facebook Horowitz stated "Absolutely not."
A new category of communication
"…this is creating a new category of communication. It's filling a niche which is currently not met in the market," he added.
"I think something unique is happening on Buzz that will continue to evolve.
"It's hard to create a trend line or extrapolate too much from six days of use, but certainly conversation and the conversational Web is a place where Buzz has excelled. I think it is unique and offers a compelling interesting experience."
There are still major question marks over Buzz, especially with some features still not working as fluidly as Google will have hoped, but the potential behind a social network from the internet giant is clear.
The controversy around Google's old enemy – privacy – has certainly dealt damage to Buzz in the crucial early fight for leverage, but after speedy changes the company will be hoping that its latest service can battle back.