Google told merchants and businesses to hold off on creating profiles on Google+ because the company is already working on a business-oriented user interface.
The business experience we are creating should far exceed the consumer profile in terms of its usefulness to businesses. We just ask for your patience while we build it. In the meantime, we are discouraging businesses from using regular profiles to connect with Google+ users. Our policy team will actively work with profile owners to shut down non-user profiles. . . . Over the next few months we are going to be running a small experiment with a few marketing partners to see the effect of including brands in the Google+ experience.
U.S. & World
Google+ has also created a place for non-users to sign up for the "experiment," according to Mashable, one of the businesses who will likely be shut down. Several other businesses such as Ford, ABC News and The Next Web have also created profiles, Clickz reported.
Perhaps the excitement of a new social network made these businesses jump immediately onboard, or perhaps in the case of Mashable and The Next Web, not being on board Google+ and covering tech would almost be a crime. However, we should remember that Google+ is only a week old and will obviously have a few growing pains as it evolves. We think Google is wise to let people populate its social network before companies do.