If what they're trying to do is dragging users from Facebook and start using Google+, they are gonna fail big time. Geek users will indeed at least test the tool for a while, but that is not enough. Three times they have failed so far (Orkut, Wave, Buzz) and this time looks like it's not different.
First of all, it still looks like an attached function that you get for using gmail or any other google product. If you want the masses to use it, then that is the first mistake.
It could work though for more professional/job related purposes, in that case it could try to compete with Linkedin, and fail again.