Google+ has not only, er, joined Twitter in the past few days – it also unveiled a desperate-looking new feature dubbed Collections.
The move is Mountain View's latest attempt to create some buzz around its ID-slurping "network thingy", which the ad giant has failed to successfully market as an alternative to Facebook or Twitter.
Collections appears to be a half-arsed push from Google to get more people to hang around for longer on its ailing Google+ service.
But the whole thing has an end-of-the-pier whiff to it, as highlighted in this sentence explaining Collections:
Our happiest Google+ users are those who connect with others around shared interests and passions.
Inevitably, the feature has already been compared to social link-sharing site Pinterest.
Data-scrape goliath Google urged its users to "share what you love" on the service, which has been shoved into the Google+ stream.
Still need convincing that the Chocolate Factory's Collections function is a last-gasp effort to make people actually use Google+?
We'll just leave this here: