what he means is that the focus is so strong on social search and competing with facebook that your vision and entrepreneurship have to be aligned with that goal. for example, google is famous for giving employees 20% of their time to do what they want and come up with ideas and create products/programs. but if what you're creating is only going to get taken up by google if it helps them beat facebook, then it's not really free time to do what you want, but free time to make products directly aligned with "social". if that makes sense. that's what the article seemed to tell me, anyway.