Facebook copied Google+ in order to be the opposite of Google+.

It's pretty obvious that Facebook improved their user interface by pretty directly copying Google+'s superior design. But from a business perspective, they did it in part to enable much bigger advertisements, which Google+ doesn't have. 

+Gizmodo published a nice piece looking at Facebook's new, ginormous ad format: 

http://gizmodo.com/5989253/facebooks-new-news-feed-will-mean-giant-ads-deal-with-it
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