Earlier quoted context omitted.
Google was the company that kept making the web better in every way. Amazing search, endless services each with solid json APIs, a fast multi-process web-browser, & investment in the web as a whole. Google killed the king, and the king was the desktop. The king was apps. Microsoft seemed omnipotent & in total control, and the rise of the web isn't totally Google's but they sure did a lot and they sure rode that wave.…
I don't really understand this. Don't you think search, mail, docs, maps, adsense, were products? What were the API platforms they were making up until G+? To my recollection, G+ was actually pretty good at launch. It just was killed (or hobbled, for future killing) incredibly early for a network-effects, non-first mover product.
When it was a disparate group of products... incentives were generally aligned with the users of those products.
When they began to look at themselves as a platform company (Google search-on-everything, Android, Chrome), that fundamentally broke and they started making sound-platform-business but user-hostile decisions.
So I guess the moral of that story is that platforms will make you rich, but you have to be very careful to enunciate your value priorities clearly to users. (E.g. Apple: "privacy"; Google: "openness"?)