I think it's due to cookies. That's why there's e.g. googleusercontent.com, ggpht.com etc. That way if users find a way to upload malicious content (or e.g. blog is compromised) you can't get users' Google cookies
Or, you know, just use subdomains which has existed since forever...
There's no way to exclude certain subdomains, so once you've decided to share a cookie between subdomains you have to use a new domain if you want to exclude a site from sharing.
I think Google should fix this. The alternative is endless domain sprawl, for all time.