I think they're echoing the old Facebook statement of "email is dead" and hoping people will migrate to their social network instead.
I don't actually use a lot of their services, only analytics and webmaster tools. I do collaborate with a few clients through docs though.
The Google+ thing seems like a complete waste of time (slowing down page load for no appreciable benefit) and everything else seems so disjointed and scattered as though it was only half thought through.

They're good at thinking up new ideas, it's just their implementation and lack of user-friendly layout that bothers me. They tend to offer everything as though the entire public are webmasters, and then you have a maze of options and pages to go through. They don't seem to explain things very clearly, and if I don't have the time to sit down and spend an afternoon looking into it I don't think the average user out there will have a clue either.