The fact that Google called their new project “Google+” was a smart move. People aren’t going to say “I shared that link with you on ‘Google Plus.’” They’re going to say “I shared that link on Google.” People refer to Buzz by its name just like they refer to Facebook by its name; those are identifiable and easy enough to say. But the awkwardness and even silliness of the sound of “Google Plus” disinclines people to refer to it that way. They’ll just call it Google.
This means that if Google is successful in this all-or-nothing, last-ditch effort to get into social, their brand name will signify both search and social. Had they given this project just another brand name like Orkut or Buzz, it wouldn’t impact Google’s identity nearly as much.
Google+ will either save the company’s anemic social track record, or it will forever seal their reputation of incompetence in the social scene.