Google has become so ubiquitous it is choosing to fade into the corporate background

“Sergey and I are seriously in the business of starting new things,” writes Google co-founder Larry Page, in his blogpost launching the company’s latest venture to the world: the birth of a Google mother-brand, henceforth to be known as Alphabet. It is something of an understatement for an organisation set on conquering every aspect of our known existence, having grown from the small ambition of indexing all the world’s information, into a web of endless autonomous divisions that now tackle everything from self-driving cars to roaming internet balloons to slowing down the process of ageing.

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