It&#x27;s in vogue in the design community where the primary use case is passively consuming images and media. This seems to be where Google is sending Google+, and how all the feeds I still have followed on it are using the service -- sentence of text + image&#x2F;video.<p>From what I understood in the post and a few reviews of it, Google don&#x27;t (and shouldn&#x27;t) want to compete with Facebook in friend cross-posting interaction activities.<p><i>&gt;  Making consumption choice-free, decision-free and friction-free should be the guiding principle in all social apps.</i><p>In what world is that true? The point of social interaction enabling apps is to increase the likelihood of users regularly choosing to abandon passive consumption and interact with things. Friction is the only thing in your maxim that makes sense I&#x27;m afraid.