It’s not a conundrum. It’s a logjam. If you’ve been in the social space for any amount of time now, you have seen Google’s “other” attempts at going/being social. Google Sidewiki, Google Wave, Google Buzz and in each case, the premise was clear but the execution not so. So now we have Google + and it may have a chance but…
What you need to understand in this social space is that the longer they(Google, Facebook, MSN, Apple, Yahoo, et al) can keep you in network, the better. That means providing you with the business services, tools, entertainment outlets and peripherals that can casually prevent you from thinking you need to use another service or site to achieve said service or tool.
Which leads us back to Google + and the logjam. Google + is cool, it may even fill a need, but is it a Facebook killer? No. It will fill a need, and it’s ability to link your email connections into “social” Circles is a no brainer, but here is the bigger problem. The majority of people on a social network right now are on Facebook. Google is hoping, asking, assuming that maybe you want to leave Facebook for a “better” experience. Google is betting on you willing to reset your “socialness”.
Let’s say you currently use Facebook, Twitter, Linkedin, Ping, and half a dozen lesser social enabled sites; that really doesn’t leave much time to have a physical, in-body, face to face experience, Does it? So, someone has to suffer, someone has to lose. It’s been said that Google has 10 million new users in Plus in the first 2 weeks. Is that the new shiny thing effect? You betcha! Should Facebook be worried? No.
The only thing Facebook will do is evaluate the features that Google+ has created, see if any of them make sense for Facebook users-and then they’ll recreate them for Facebook users. In Goggle +’s defense, They will create a decent fan base of loyal and ardent users, but a social networking behemoth? No. Google just needs to identify waters that are cluttered with…other logs and stay out of them.
Direct Marketing Observations 
I agree Google+ isn’t a Facebook killer, but I think that was more the media’s hype than anything else. I do think that unlike Google’s other (failed) attempts at getting involved in social media, this one is here to stay. Many people loathe Facebook and are going to be more than happy to jump ship to a different product whether it is just as good, better, or worse. At the same time Google is going to grab some of Twitter’s audience because of the ability to follow anybody you like. Throw in the ability to check-in at places on your phone and you’ve got some of Foursquare’s and Gowalla’s users to go along with the 10 million techies already on the platform and pretty soon you’ve got quite a respectable social network on your hands.