I also miss the old Google. I think it's a mistake to blame this on ads though. I don't believe that the G+ crusade is being driving by advertising (though I'm sure it looks that way to people who assume that everything is about ads).
Really? Please enlighten me, what is Google+ (or Facebook for that matter) about if it isn't about advertising? Because as far as I know, every service that isn't about being so great people would pay for it is about advertising and nothing else.
Erick Schmidt once said something like "we only want facebook to open their data so people can search for it, failing that, we'll find other ways to get it". It was clear from that day, that they were building a facebook competitor. Not because they were looking for new ways to spam people with ads (that's an overly simplistic generalization). But because they found it important to keep their existing business relevant. Independent of which monetization they were using. Even if google search was a paid premium, they would need social anyway. It's clearly not "about the ads".