They definitely intended it this way from the start:
September 2011: "Until now, every single Google property acted like a separate company. Due to the way we grew, through various acquisitions and the fierce independence of each division within Google, each product sort of veered off in its own direction. That was dizzying. But Google+ is Google itself. We’re extending it across all that we do—search, ads, Chrome, Android, Maps, YouTube—so that each of those services contributes to our understanding of who you are." http://www.wired.com/magazine/2011/09/ff_google_horowitz/2/
October 2011: "The strategy is revealed in the name," Gundotra agreed. "We chose the smallest modifier we could. Just a plus." But the shift it represents is not small. Plus is now a social layer built into all Google's Web products." http://readwrite.com/2011/10/19/sergey_brin_vic_gundotra_on_...
March 2012: “This is just the next version of Google,” Mr. Gundotra said, noting that he sees Google Plus as a social blanket that envelopes the entire Google experience. “Everything is being upgraded. We already have users. We’re now upgrading them to what we consider Google 2.0.”
http://bits.blogs.nytimes.com/2012/03/06/google-defending-go...
Doesn't get any clearer than that. People just assumed it was spin at the time so focused on the FB-aspect of it. Instead turns out they actually meant every word, and things are finally on track as far as they're concerned.
The only cure if you disagree with the vision is to stop using Google products altogether.
September 2011: "Until now, every single Google property acted like a separate company. Due to the way we grew, through various acquisitions and the fierce independence of each division within Google, each product sort of veered off in its own direction. That was dizzying. But Google+ is Google itself. We’re extending it across all that we do—search, ads, Chrome, Android, Maps, YouTube—so that each of those services contributes to our understanding of who you are." http://www.wired.com/magazine/2011/09/ff_google_horowitz/2/
October 2011: "The strategy is revealed in the name," Gundotra agreed. "We chose the smallest modifier we could. Just a plus." But the shift it represents is not small. Plus is now a social layer built into all Google's Web products." http://readwrite.com/2011/10/19/sergey_brin_vic_gundotra_on_...
March 2012: “This is just the next version of Google,” Mr. Gundotra said, noting that he sees Google Plus as a social blanket that envelopes the entire Google experience. “Everything is being upgraded. We already have users. We’re now upgrading them to what we consider Google 2.0.” http://bits.blogs.nytimes.com/2012/03/06/google-defending-go...
Doesn't get any clearer than that. People just assumed it was spin at the time so focused on the FB-aspect of it. Instead turns out they actually meant every word, and things are finally on track as far as they're concerned.
The only cure if you disagree with the vision is to stop using Google products altogether.