I dunno: for a company that's clearly desperate to compete in social, it's in their interest to promote the idea that competition doesn't matter.
In other words, if Google was killing it with Google+ right now, Larry would be bragging about how Google had out-competed Facebook.
"If you can't beat 'em... pretend that you weren't trying to race 'em anyway."
Something interesting to reflect on as a designer. Sometimes we set out to "destroy and kill" when really we need to worry more about making the experience a little more amazing for our users.