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In the Google's project,the key,i think,will be how to difine the standard tags and how to promotion the commercial process.
In my opinion,Google will be a flat-top building that provide users tools and opportunities which make mass collaboration more convenient and low-cost.In order to achieve it,the tag should be more uncommercial,and then trustworthiness can arise.Trustworthiness will attract more people and organizations use Google.
Online collaboration only is a way to make reality integrate more efficient.The commercial process is not only based on the online information,also on socielty how to use it.So Google should keep eyes on helping people and organizations use the information coming from the online collaboration.
Either everyone in the room working on this at the time is a dork (very possible) or this is actually so cool that anyone can appreciate it (even more possible).
At work, we use Microsoft Office Groove for collaboration, but I'm not a huge fan of it.