I've been to so many big earth-shaking events from BigTechCo's -- today's Google thing is making me yawn, while my eyes glaze over in boredom. Here's how products like this are conceived: 1. We need to kill Facebook. 2. What will we do. 3. It can't just be Facebook. 4. No one will use that. 5. It has to be better. 6. It has to be something only we can do. 7. Some place where we have the advantage.