Google usher in Alphabet overlords

google Google have set up a new parent company called Alphabet. Why? Well, you'd have to assume it is a way of diddling tax or something, but they've got other ideas. Warning: this article contains the phrase 'womb of wonder'.

Basically, this is a reshuffle where some people might move offices. Now, all those things that Google did will be under the Alphabet umbrella. The search engine will still be called Google, it is just that the company that own it have a different name.

The terrifying 23andme (the company that wants your DNA) and the Nest project (the thing that wants to stick cameras in your house), as well as YouTube, self-driving cars, Glass and all the rest, will now be Alphabet companies. It is a surprise move, and control of the search engine business has been handed over to Sundar Pichai.

The one nerdily cool thing is the new address, which is

On the new site, Larry Page wrote: "As Sergey [Brin, co-founder] and I wrote in the original founders letter 11 years ago, ‘Google is not a conventional company. We do not intend to become one’. As part of that, we also said that you could expect us to make ‘smaller bets in areas that might seem very speculative or even strange when compared to our current businesses’. From the start, we’ve always strived to do more, and to do important and meaningful things with the resources we have."

"We did a lot of things that seemed crazy at the time. Many of those crazy things now have over a billion users, like Google Maps, YouTube, Chrome, and Android. And we haven’t stopped there. We are still trying to do things other people think are crazy but we are super excited about."

"We've long believed that over time companies tend to get comfortable doing the same thing, just making incremental changes. But in the technology industry, where revolutionary ideas drive the next big growth areas, you need to be a bit uncomfortable to stay relevant. Our company is operating well today, but we think we can make it cleaner and more accountable. So we are creating a new company, called Alphabet. I am really excited to be running Alphabet as CEO with help from my capable partner, Sergey, as President."

Alphabet, while making this announcement, even managed to crack a funny - embedding a link in their opening blog post to the company website for Hooli, which is the fictional version of Google from the Mike Judge’s brilliant comedy Silicon Valley. For those that haven't seen it, Silicon Valley is a satire of the tech industry. Even Hooli has the URL of and check their website out, to see how accurate it is, as a pisstake. "XYZenises" and "the womb of wonder" indeed.

Anyway, a massive company has done a reshuffle and we expect that, with a less cuddly name than Google, Alphabet Inc. will be able to start going full-on science fiction nightmare.

What do you think?

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