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The success of Facebook and even Apple's iPhone is very highly dependent on "apps." They may have not had it initially, maybe back then just having enough users on one network, college-exclusivity, and other factors were enough....maybe for the iPhone being sleek & expensive and easy to use was enough. But now, having a robust API and/or AppStore is the entry fee to launching any successful platform-type product. G+ needs a full-fledged API ASAP, period.
3 years ago on Google Engineer: "Google+ is a Prime Example of Our Complete Failure to Understand Platforms"