It’s always fun to see when a new social channel is released. There is plenty of excitement and wonderment as people try to figure out what a new tool is, where it fits and how it’s better/worse than existing tools. If there’s one thing Google is exceptional at, it’s creating a buzz around a new release. Google+ isn’t the first, as a matter of fact, it’s the 3rd (perhaps 4th) attempt at doing ‘social’. And while I think this is by far the most interesting attempt to date, I’ve now walked away. But, the reason I walked away is not because the tool isn’t interesting, it’s something much more fundamental. It’s about authentication and the really horrible user experience around it.