Will Zynga Become the Google of Games?

Zynga is feted as A Next Big Thing, and it spends and lives like the high flying start up it is -- I hear stories about Zynga taking its employees out in shifts over the course of a week to super expensive dinners, bringing in all kinds of other goodies, etc etc etc. (n.b., Google still _does_ bring in inflatable bouncy castles on occasions...)

But then I read articles like the ones in SF Weekly that have been doing a number on the company, and I saw, where is the real innovation? The business model has been successful thus far but I am hesitant to speculate about the future of the company because I haven't seen a consistent process for generating new material.

Then again, maybe that's no so hard, or maybe not even so important. Looking at big (non-'social') game developers, they are quite able to mechanize their processes for financial success...