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Taking it one step further, in order to excel in anything in life, whether it be sailing or chess or breakdancing or And not only do you have to be passionate about it, but the really critical factor for success is that you have some level of compulsion that prevents you from not doing it.

It’s this compulsion, I’ll wager, that drives you to keep hammering away when all normal rationale tells you to do other human activities, such as eating, sleeping, or talking in normal fashion with other humans.

It gives you that motivation, deep in the night, when you’re sleep deprived and you know you have to get up for work in four hours and thirty three minutes, that gives you that extra bizarre push to bang out a couple of meager words to send into the digital void.

Of course, others may argue vehemently against some or all of this, but this begins to set the stage for why I write, and these days that mostly means publishing this here Online Media Cultist blog.

I’ve always felt that tension between writing and not writing, and for me the benefits of writing outweigh — most of the time!

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My point in bringing all this up is that it's a mistake to judge Google Apps by what's there today (even though what's there today is a very functional and extraordinary deal, even for 50 bucks).

Tomorrow's functionality is likely to be far more robust than it is today.

It's just a matter of herding the right cats at Google and the more cats Google herds into Google Apps, the more compelling free is going to be.

Likewise, Google's version of AppExchange — currently divided into five categories: Admin, Calendar, Start Page, Professional Services, Other Solutions — is in an embryonic state.

It's no AppExchange yet.

But it will get there.

Not only does Google have the brand recognition that developers look for (as the brand draws users in, developers looking to market their wares to those users will follow) the platform has legs because of who's behind it.

Microsoft is entirely familiar with this model.

No operating system ever...