Lexur - 10:33 am on Jun 3, 2013 (gmt 0)
why should we webmasters that our employer is Google do not try to increase the popularity of G+
Because one day, Google will discover that they can make more money sending visitors to their own websites (i.e. Google Shopping) than sending them to your site and waiting they click in an ad to back to the seller website.
If you're the seller, it's easy to realize that Google Inc. will make more money if you MUST to advertise through Adwords or uploading your catalog to Shopping than sending visitors to your site for free.
That day your site will be downgraded with some mythological explanations regarding mystical algorithms and magical constellations of links and you will realize that you should have been promoting your site trough G+, Facebook, Twitter and the whole social world rather than promoting that social networks itself.