I think +The Guardian
graphic shows pretty clear the direction Google is moving. It seems to be time to officially separate the different branches. Looking at the 10% and the trouble Google takes to change it, I guess that 10% is only a starting point.
And of course it has also this benefit:"Analysts are trying to uncover the unspoken benefits the restructuring brings Google. For one thing, the absurdly complicated method with which it’s carried out the restructure suggests that there’s more than meets the eye. Why not just change the name of the company, for instance?The reshuffle may also provide the company a bit of insulation from regulatory issues, particularly in the EU. Google itself is still a massive beast, which will have to tread carefully around regulators, but it will be easier to present firms such as Nest, Calico and Fiber as separate entities if they are only united by a common owner. And, if the worst happens for Google, it would be easier to hive off the subsidiaries entirely."http://www.theguardian.com/technology/2015/aug/11/google-alphabet-why-change-restructuring-what-it-means
@lucymarcus: Why Google is restructuring, why the name Alphabet and how it affects you http://twitter.com/lucymarcus/status/631129235059539968/