This, together with the announcement that tweets are now Googleable, could be the start of something big. Google's biggest problem to datehas been the inability to penetrate social media. It looks like they are doing this hand-in-hand with trying to own people's individual social connections (i.e. Google Profile). Can see the commercial rationale here, but trying to build this wall around things could limit its social acceptibility and therefore use. There can't be conditions attached to search
This is what i call a web1.5 idea – i.e. basically a traditonal mass audience idea that uses social media channels for distribution. Interesting to watch – it may well be that its social components will not be sufficient to make it really work in these channels and it will become another one of those beached whales – a mass media idea washed-up on the social media coastline. But maybe not.