this is a classic branding failure. Once something is associated with a category (i.e. G+ = Social Network) every time you try to associate it with another product or service (i.e. Universal Login) the messaging gets fuddled, and people get confused and it hurts the perception of both products.
This is the same reason Google+ was a poor brand name choice since Google is already associated with Search, making a new product with a line extension name just hurts both products ability to differentiate themselves...
This is why DuckDuckGo, and other new search engines are able to grow market share... Because Google started believing their own lore, and fail to accept that they simply don't understand why their initial branding of Google was successful, but all their future products they fail to establish strong brands with...
This is why Google Wave died, and many other google products.
This is the same reason Google+ was a poor brand name choice since Google is already associated with Search, making a new product with a line extension name just hurts both products ability to differentiate themselves...
This is why DuckDuckGo, and other new search engines are able to grow market share... Because Google started believing their own lore, and fail to accept that they simply don't understand why their initial branding of Google was successful, but all their future products they fail to establish strong brands with...
This is why Google Wave died, and many other google products.