What is the Internet good at? It's good for bringing together widely scatter people together with widely scatter items, information, groups, etc. If you have a small set of one or the other, the web is of little use. It's handy, but it doesn't change the rules of the game.
Google is simply focusing on making the web do what it does, better: Linking scattered-about people with other scattered-about people who are looking for each other.
The travel example here is a good one. Several different sources of "cheap flights" brought together where people can find them.