So looks like you can easily drag contacts into groups ('circles') and then just read or status out to that group. Could be ongoing, like 'Digital Analysts' or 'Family', or temp like 'Karen's Surprise Party'. Quick and easy to isolate conversations by circle - nice. Definitely a cross between Facebook/Twitter (and much easier if you have multiple Twitter accounts). And if you use Chrome, super sweet that it's always a click away via upper right corner icon. But what to give up?? My gym membership?