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Google hopes that its slow rollout will encourage a steady momentum, and in the early stages Google+ will provide enough value to keep the early adopters engaged, and that it will motivate them to invite their contacts. No one expects an instant success. But even if this week's launch evokes snark or yawns, Google will keep at it. Google+ is not a product like Buzz or Wave where the company's leaders can chalk off a failure to laudable ambition and then move on. "We're in this for the long run," says Ben-Yair. "This isn't like an experiment. We're betting on this, so if obstacles arise, we'll adapt." "I don't really see what Google's alternative is," says Smarr. "People are going to be a fundamental layer of the internet. There's no going back."

One way to get your Facebook friends into Google so you can connect with them on Google+