I think one of main Google problem is Brand Fatigue, people are tired of Google this and Google that. Why not call it friend something or give it a generic name like Baboo, Facebook or something fresh that will give the impression that it is something new.
Had Google called it friend something, at least I won't have bothered. The only reason I am looking at it is because of brand Google. Granted that Google would have called it something else and I would have still used it, but that would be only because it's Google. Majority of people I know don't have Google brand fatigue - they love brand Google.
