Well if one of your products is in competition with the 'star' one (Plus), then the last E in EEE is perfectly logical. Notice that Page's push for plus happened after the development and offering of Reader. So, they EE'd RSS and then they had to E it.
EEE is a strategy. Unless there's any evidence that Reader was created eight years ago just so that it could swallow the RSS market and be killed to stop competing with a product that was years away from existing, it's not EEE. It's just a normal business decision to not compete with itself.
