As for your "it's not Apple" comment, pftfft!! I don't automatically love everything that Apple does, nor do I think they should have a go at doing everything either!
For example, their "Ping" SN within iTunes is a waste of space, they should focus on syncing stuff, iOS etc, not build Yet Another Social Network.
I think Google has the clout to take a good chunk of FB's market, and I hope they do. At least, I hope all the nice people come over to G+, and all the idiots stay on FB :-)