It seems mad that any mandatory social network that requires people to sign up using their real names to keep using YouTube, Google and Gmail could fail, and yet Google+ can't really be called a success.
And why? Because Google put someone unsociable in charge of building a social network, reckons Google co-founder Sergey Brin.
"It was probably a mistake for me to be working on anything tangentially related to social to begin with," says self-confessed "kind of a weirdo" and "not a very social person" Brin.
Sounds as though he's much better suited to his current role at Google X where being "kind of a weirdo" is a real leg-up.
Blips are not kind of a weirdo. They are full-on weirdo. Here's the proof.