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R_www.theguardian.com 2015 02707.txt.txt

#Google is now Alphabet (well, sort of: the internet reacts Google reign of terror is over! Well, not quite: the preeminent search engine isn going to go the way of Askjeeves and Altavista, the company is simply rebranding itself with a new holding company called Alphabet, whose largest and wholly owned subsidiary will be...Google. Desperately googling Alphabet? No need. Let Larry page and Sergey Brin, Google cofounders, explain: e liked Alphabet because it means a collection of letters that represent language, one of humanity most important inventions, and is the core of how we index with Google search. s well as being ne ofhumanity most important inventions, Alphabet is also a really great name for a sinister uber-corporation in a dystopian sci-fi novel, which I sure they considered too. One person who is delighted understandably by the new announcement is Daniel Negari, the CEO of XYZ. com, an internet domain registry company that owns a range of suffices including. college. His latest client? The new parent company of Google, which can be found at abc. xyz. Daniel reacted with the appropriate gravitas: If youe Microsoft, you can at least reassure yourself that you now also have a funky new URL. To give Google credit where credit is did due, they at least manage to mock the megalomaniacal nature of their own announcement, throwing in a link to Hooli. xyz, clearly a reference to the Google-esque Hooli from HBO Silicon valley. One must, though, spare a thought for the owner of twitter. com/alphabet, who must have been having an interesting 24 hours. The internet has been reacting with confusion, horror and mockery to the announcement, as you would expect. One user managed to explain the complex ownership structure of the Alphabet/Google nexus in Simpsonian terms: While another was drawn to compare it with another corporation with big plans for the future: Finally, it worth mentioning that Google have announced also a radical shake-up to their corporate management structure, handing control of its core search engine business to Sundar Pichai, pictured below

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