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According to a 2016 book by a former Facebook employee, some leaders at Facebook saw Google's foray into social networking as a serious threat to the company.
Facebook founder Mark Zuckerberg instituted a company-wide "lockdown", signaling that employees were supposed to dedicate time to bringing Facebook's features into line with Google .
In November 2015, Google Plus underwent a redesign with the stated intent of making the site simpler and faster, making the new features of Communities and Collections more prominent, and removing features such as Hangouts, Events and Custom URLs.
In 2011 Google reached 10 million users just two weeks after the launch.
In an interview with Steven Levy published on May 28, 2015, Horowitz said that Google was about to undergo a "huge shift" that would better reflect how the service is actually used.