Google to Launch Major New Social Network Called Circles, Possibly Today

Interesting, but we already have Facebook groups, Diaspora, Frid.ge, I even developed my own site to solve this problem last year, Buddify. What exactly is new here other than social group separation? Speaking from experience in this field, I'm certain this won't take off, it's very difficult to gain traction with a new social network in an age where facebook is still growing at a steady pace. Unless I'm missing something here?

Does anyone have solid details of when/where the launch will be?

Sounds promising with the ability to separate family with friends. And Google Circles is better name than Google Me! Let's hope its viable alternative to FB.

Surely 'major' is premature?

Downvotes.. interesting. What I mean is that I'm not sure what is going to make it 'major' within the near future. They tried converting the Gmail userbase once before.