Google has become a lot more traditional in its approaches than its makers & leaders imagined it would be. For instance, take a look at these quotes...

"Use multiple Google products? Soon your Google Profile will link up with these as well."
- Google Profile http://www.google.com/help/profile/

"The tool is still in development and this is just the first phase of testing. For now, using it is by invitation only. But we wanted to share with everyone the basic premises and goals behind this project."
- Google Knol http://googleblog.blogspot.com/2007/12/encouraging-people-to-contribute.html

"Telling her audience to "expect a lot of activity in the coming months," Marissa Mayer, [Google's] head of search, said today that the long-expected Google Health initiative will formally appear in early 2008."
- Google Health http://www.informationweek.com/news/showArticle.jhtml?articleID=202404027

"In an effort to provide you with more transparency and control over the ads appearing on your pages, we've developed the Ad Review Center. This new feature, which we'll be rolling out to publishers over the next few months, will allow you to review ads placement-targeted to your site and ensure those ads are relevant to your site's users."
- AdSense Ad Review Center http://adsense.blogspot.com/2007/12/introducing-ad-review-center.html

"Well, we tried to keep it a secret as long as we could, but to be honest, we've been dying to tell you about the bun we've got in the oven. We'll soon be welcoming a new addition to the Google Docs & Spreadsheets family: presentations. ... Our due date is this summer."
- Google Presentations http://googleblog.blogspot.com/2007/04/were-expecting.html

... and compare with this quote:

"As a rule, we don't preannounce new features."
- Google's Eric Schmidt in 2002 http://archives.cnn.com/2002/TECH/internet/02/01/interview.eric.schmidt.idg/