I think they are also split between trying to think of Facebook as doing an extension of their information gathering, ie social relationships add more data that we can use to sell you ads more effectively we need to do this, as against Facebook as a platform is a threat to the open web with search as a gateway. The first part is easier for them, especially as plus gives them some data from circles even if no one uses it. The only big platformy thing they have is youtube, and perhaps android, oh and orkut, but they dont really know how to compete with facebook, in the past they just tried to build attractive places on the open web.