You don’t get people to enthusiastically use your services by forcing them to. In fact, that’s probably a great way to ensure that a huge number of people who may have been interested in trying out your service never even look at it.
They really don’t get it, do they?
Neil Gaiman’s quote in the article is great:
I wish Google would leave the Social Network thing to others. When Google does what it does, and does it well, it changes the world. When it rides bandwagons, it’s irritating.