The dying Steve Jobs had a wizard wheeze to sink his rivals which was based on the assumption that they were dumb enough to listen to his suggestions.
He suggested to them that Google had too many products spanning several services such as Search, GMail, YouTube, and Maps. He would unite them all under a "fluid user experience".
Rather than thinking "Jobs hates us now" and "what will the regulators think of that?" Page and Brin accepted the suggestion as a the word of God on high.
Everything done on non-Search services was added to the "filter bubble" where search results are filtered based on what a user likes on YouTube, Plus, and Gmail.
All that data targets advertisements to users more effectively to rake in more cash and it mirrors what Jobs' Mob is also doing with its iOS's iAd program and API.
As time is moving on, Google Plus is no longer attempting to be a social networking site as its primary focus instead is trying to link in Facebook and everything else.
It effectively creates Jobs' dream of having a walled garden which encompasses the world and is controlled by a central source.
It is possible that Jobs did it because he wanted to impart his own philosophy onto Google. But equally he must also have known that it was going to get the outfit into deep trouble. While Apple can get away with such things it does not have Google's global reach.
While it has privacy problems of its own, these are nothing like those that Google faces. Either way, it seems that Jobs was planning to have a good laugh on the other side.