> It's the worst reading experience ever on the iPhone
Yup, but it's probably the best writing experience for most bloggers, and also people who don't have blogs. Even if you have one with a decent readership, the engagement you get from Google+ is far higher than anything you can get when people need to use RSS and a reader to follow you.
Yeah, but patio11 would have a field day on streeteasy writing a popular blog post and giving Google all the the link juice. Unless Search Your World means G+ optimization is more important than SEO now?