You don't have to use Google+ news stream if you want to get personalized search results, if that's what you're trying to imply (by friends working at Google). Search personalization is achievable by other means if necessary: past searches, searching while logging in with Google account, YouTube searches. Facebook is essentially trying to do the same, with much less product spectrum and more desperation as it gets more boring and uncool.
Facebook's intent is really obvious - they are trying to replace "raw" Internet with the Facebook layer, and people would do all interactions: social, searches, shopping through their layer. This would render other companies like Google, Yelp, you name it obsolete. The problem however is in the details: how can anyone trust Facebook with their private data, searches etc. considering all the privacy issues, lack of user's control over their data, etc.? Once you're in the Matrix, you cannot unplug. That's what Facebook is trying to bring to the users.
I completely agree with the following from the article:
"Even when Microsoft has a great product on its hands, even when its product, engineering and design teams manage to hit one out of the park, it won’t matter once the business team comes in and ruins it for everyone."
The whole history of all screw ups from Microsoft just confirms that.
Yep. There was a great article a while back about how the Start button orb for Windows 7 and the Start button search box (one of the best features of modern Windows) were thought up and programmed very quickly, but took several months to be properly implemented and debugged because of management.