What we're seeing here more and more is the expansion of the meaning of Google+ and perhaps some realization that to judge it as a Facebook competitor is unfair and inaccurate. It's a social system that creeps through all other parts of Google and thus search and the internet. Those areas of Google that did not work with +, like Labs and Buzz, have been killed recently. People use some sort of Google constantly and that's exposing those people not just to Google+ as a social option but as a platform.
In yesterday's memo, we called attention to Google's Vic Gundotra's speech at the Web 2.0 Summit where he said pseudonyms would soon be allowed on the service.

The New York Times has more:

By the end of the year, Google+ will work with more Google products, he said, so when someone wants to share a YouTube video, for instance, it will be easy to share it with a Google+ Circle directly from YouTube. The integration between Google+ and Google Apps will happen in the next few days, he said.
"When we're done, Google is going to come across as a beautifully integrated set of services," Mr. Gundotra said.

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