Agreed. Also, Google's weakness that a startup can exploit is their almost non-existent Customer Service. Google wants to scale massively from day one, so manual, 1-on-1 support can never be part of the plan (unless they go meta and create a Helpouts for Helpouts, probable actually). If Google entered my space, I'd just up the customer hand-holding game and start posting testimonials about it.
I've had great experience with Google Apps customer service - the person on the phone took the time to understand my problem, went away while he worked on it, and a few hours later emailed me a detailed set of instructions for a workaround he found to my specific situation.
My 50 year old yoga instructor told me this morning that she needed me to help her set up Helpouts (after I introduced her to it yesterday). I'll ask her to get in touch with Google and post back how helpful she found them. She isn't totally up and up on tech things so this should be a good experiment.
Kevin Hale of Wufoo comes to mind: http://www.youtube.com/watch?v=tBWFfxE2658