Google had tried various ways to enter into the social media space. Firstly through Orkut, then Buzz and now with Google Plus.
My only complaint with G+ was the long numerical link to the profile. It ensured that unless I clicked on the link, there is no way i could distribute the link the way I can with the email address.
However it seems that google is now allowing for an alphabetical interface as well. My profile is no longer https://plus.google.com/106401881564252740318 but a simply my name